Overview
- Combines a linguistic perspective and a marketing perspective on language choice in advertising
- Combines theoretical perspectives on foreign language in advertising with empirical support
- Discusses three language strategies: expressing foreignness, highlighting globalness, and appealing to ethnicity
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About this book
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.
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Keywords
Table of contents (7 chapters)
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Front Matter
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Introduction and Theoretical Backgrounds
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Front Matter
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Foreign Language Strategies
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Front Matter
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Complexities and Conclusions
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Front Matter
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Back Matter
Reviews
“The studies covered will offer readers a wealth of information about this fascinating topic. The book is very well structured, the index is comprehensive, and it is very useful … . It will constitute valuable reading both for beginners embarking on research and for experts from both linguistics and marketing looking for synergies between these two fields. There are clear applications, also, for teachers operating in both disciplines, as well as potentially broader language-based teaching in translation and transcultural studies.” (Will Amos, Sociolinguistic Studies, Vol. 15 (2), 2021)
Authors and Affiliations
About the authors
Jos Hornikx is Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.
Frank van Meurs is Assistant Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.
Bibliographic Information
Book Title: Foreign Languages in Advertising
Book Subtitle: Linguistic and Marketing Perspectives
Authors: Jos Hornikx, Frank van Meurs
DOI: https://doi.org/10.1007/978-3-030-31691-4
Publisher: Palgrave Macmillan Cham
eBook Packages: Social Sciences, Social Sciences (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2020
Hardcover ISBN: 978-3-030-31690-7Published: 02 January 2020
Softcover ISBN: 978-3-030-31693-8Published: 26 August 2021
eBook ISBN: 978-3-030-31691-4Published: 17 December 2019
Edition Number: 1
Number of Pages: XXI, 253
Number of Illustrations: 5 b/w illustrations
Topics: Sociolinguistics, Applied Linguistics, Psycholinguistics, Multilingualism, Marketing, Emerging Markets/Globalization