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Foreign Languages in Advertising

Linguistic and Marketing Perspectives

Authors: Hornikx, Jos, van Meurs, Frank

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  • 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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eBook 64,19 €
price for Spain (gross)
  • ISBN 978-3-030-31691-4
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 77,99 €
price for Spain (gross)
  • ISBN 978-3-030-31690-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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.

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.




Table of contents (7 chapters)

Table of contents (7 chapters)

Buy this book

eBook 64,19 €
price for Spain (gross)
  • ISBN 978-3-030-31691-4
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 77,99 €
price for Spain (gross)
  • ISBN 978-3-030-31690-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Foreign Languages in Advertising
Book Subtitle
Linguistic and Marketing Perspectives
Authors
Copyright
2020
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-030-31691-4
DOI
10.1007/978-3-030-31691-4
Hardcover ISBN
978-3-030-31690-7
Edition Number
1
Number of Pages
XXI, 253
Number of Illustrations
5 b/w illustrations
Topics