Foreign Languages in Advertising

Foreign Languages in Advertising
Title Foreign Languages in Advertising PDF eBook
Author Jos Hornikx
Publisher Springer Nature
Pages 263
Release 2019-12-17
Genre Language Arts & Disciplines
ISBN 3030316912

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This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Advertising as Multilingual Communication

Advertising as Multilingual Communication
Title Advertising as Multilingual Communication PDF eBook
Author H. Kelly-Holmes
Publisher Springer
Pages 221
Release 2016-01-11
Genre Business & Economics
ISBN 0230503012

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Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.

Marketing Identities Through Language

Marketing Identities Through Language
Title Marketing Identities Through Language PDF eBook
Author E. Martin
Publisher Springer
Pages 300
Release 2005-11-30
Genre Business & Economics
ISBN 0230511902

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Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes
Title The Role of Language and Symbols in Promotional Strategies and Marketing Schemes PDF eBook
Author Epure, Manuela
Publisher IGI Global
Pages 359
Release 2018-09-28
Genre Business & Economics
ISBN 1522557792

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In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

The U.S. Foreign Language Deficit

The U.S. Foreign Language Deficit
Title The U.S. Foreign Language Deficit PDF eBook
Author Kathleen Stein-Smith
Publisher Springer
Pages 126
Release 2016-08-24
Genre Language Arts & Disciplines
ISBN 3319341596

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This volume explores why Americans are among the least likely in the world to speak another language and how this U.S. foreign language deficit negatively impacts national and economic security, business and career prospects. Stein-Smith exposes how individuals are disadvantaged through their inability to effectively navigate the global workplace and multicultural communities, how their career options are limited by the foreign language deficit, and even how their ability to enjoy travel abroad and cultural pursuits is diminished. Through exploring the impact of the U.S. foreign language deficit, the author speaks to the stakeholders and partners in the campaign for foreign languages, offering guidance on what can and should be done to address it. She examines the next steps needed to develop specific career pathways that will meet the current and future needs of government, business, and industry, and empower foreign language learners through curriculum and career preparation.

Why You Need a Foreign Language & how to Learn One

Why You Need a Foreign Language & how to Learn One
Title Why You Need a Foreign Language & how to Learn One PDF eBook
Author Edward Trimnell
Publisher Beechmont Crest Pub
Pages 244
Release 2005
Genre Foreign Language Study
ISBN 9780974833019

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"The first half of this book examines the commercial, social, and political implications of American monolingualism. The second half of the book explores the techniques and tools that a working professional can use to acqure functional skills in a new language."--Back cover.

Dynamics of International Advertising

Dynamics of International Advertising
Title Dynamics of International Advertising PDF eBook
Author Barbara Mueller
Publisher Peter Lang
Pages 382
Release 2011
Genre Business & Economics
ISBN 9781433103841

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"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --