Foreign Languages in Advertising
Foreign Languages in Advertising
Linguistic and Marketing Perspectives
Hornikx, Jos; van Meurs, Frank
Springer Nature Switzerland AG
12/2019
239
Dura
Inglês
9783030316907
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).
PART I: Introduction and Theoretical Backgrounds.- 1. Introduction.- 2. Theoretical Perspectives.- PART II: Foreign Language Strategies.- 3. Foreign Language Display.- 4. English as a Global Language.- 5. Ethnic Language.- PART III: Complexities and Conclusions.- 6. Extensions and Complexities.- 7. Conclusions and Implications.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
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).
PART I: Introduction and Theoretical Backgrounds.- 1. Introduction.- 2. Theoretical Perspectives.- PART II: Foreign Language Strategies.- 3. Foreign Language Display.- 4. English as a Global Language.- 5. Ethnic Language.- PART III: Complexities and Conclusions.- 6. Extensions and Complexities.- 7. Conclusions and Implications.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
