{"product_id":"9783030316938","title":"Foreign Languages in Advertising: Linguistic and Marketing Perspectives","description":"\u003ch1\u003eForeign Languages in Advertising: Linguistic and Marketing Perspectives\u003c\/h1\u003e \u003ch2\u003eHornikx, Jos; van Meurs, Frank\u003c\/h2\u003e \u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Palgrave Macmillan\u003c\/p\u003e \u003cp\u003ePublication Date: 2021-08-26\u003c\/p\u003e \u003cp\u003eFormat: Paperback\u003c\/p\u003e \u003cp\u003eISBN-13: 9783030316938\u003c\/p\u003e \u003cp\u003eDOI: 10.1007\/978-3-030-31691-4\u003c\/p\u003e \u003cp\u003eDimensions: 210cm x148cm\u003c\/p\u003e \u003cp\u003ePages: 253\u003c\/p\u003e ","brand":"Springer International Publishing","offers":[{"title":"Default Title","offer_id":47527949926540,"sku":"9783030316938","price":89.1,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9783030316938.jpg?v=1776040708","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9783030316938","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}