國立虎尾科技大學 |

Foreign Languages in Advertising = Linguistic and Marketing Perspectives /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Foreign Languages in Advertising/ by Jos Hornikx, Frank van Meurs.
其他題名:	Linguistic and Marketing Perspectives /
作者:	Hornikx, Jos.
其他作者:	van Meurs, Frank.
面頁冊數:	XXI, 253 p. 5 illus.online resource. :
Contained By:	Springer Nature eBook
標題:	Emerging Markets/Globalization. -
電子資源:	https://doi.org/10.1007/978-3-030-31691-4
ISBN:	9783030316914

Foreign Languages in Advertising = Linguistic and Marketing Perspectives /
Hornikx, Jos.

Foreign Languages in AdvertisingLinguistic and Marketing Perspectives /[electronic resource] :by Jos Hornikx, Frank van Meurs. - 1st ed. 2020. - XXI, 253 p. 5 illus.online resource.

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.

“An impressive integration of research in the use of foreign, or multiple, languages in marketing communications. This work is essential reading for scholars who are interested in conducting research in the area. It provides a global view of the field, including the major conceptual frameworks and empirical findings to date.” -- David Luna, University of Central Florida, USA 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. Jos Hornikx is Associate 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.

ISBN: 9783030316914

Standard No.: 10.1007/978-3-030-31691-4doiSubjects--Topical Terms:

881676
Emerging Markets/Globalization.

LC Class. No.: P40-40.5

Dewey Class. No.: 306.44

Foreign Languages in Advertising = Linguistic and Marketing Perspectives /
LDR:03466nam a22003975i 4500 001 1021230
003 DE-He213
005 20200704145331.0
007 cr nn 008mamaa
008 210318s2020 gw | s |||| 0|eng d
020 $a 9783030316914 $9 978-3-030-31691-4
024 7 $a 10.1007/978-3-030-31691-4 $2 doi
035 $a 978-3-030-31691-4
050 4 $a P40-40.5
072 7 $a CFB $2 bicssc
072 7 $a LAN009000 $2 bisacsh
072 7 $a CFB $2 thema
082 0 4 $a 306.44 $2 23
100 1 $a Hornikx, Jos. $e author. $4 aut $4 http://id.loc.gov/vocabulary/relators/aut $3 1316857
245 1 0 $a Foreign Languages in Advertising $h [electronic resource] : $b Linguistic and Marketing Perspectives / $c by Jos Hornikx, Frank van Meurs.
250 $a 1st ed. 2020.
264 1 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2020.
300 $a XXI, 253 p. 5 illus. $b online resource.
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
347 $a text file $b PDF $2 rda
505 0 $a 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.
520 $a “An impressive integration of research in the use of foreign, or multiple, languages in marketing communications. This work is essential reading for scholars who are interested in conducting research in the area. It provides a global view of the field, including the major conceptual frameworks and empirical findings to date.” -- David Luna, University of Central Florida, USA 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. Jos Hornikx is Associate 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.
650 2 4 $a Emerging Markets/Globalization. $3 881676
650 2 4 $a Applied Linguistics. $3 671516
650 0 $a Markets. $3 575391
650 0 $a Globalization. $3 554884
650 0 $a Marketing. $3 557931
650 0 $a Multilingualism. $3 556374
650 0 $a Psycholinguistics. $3 555290
650 0 $a Applied linguistics. $3 560935
650 0 $a Sociolinguistics. $3 555401
700 1 $a van Meurs, Frank. $e author. $4 aut $4 http://id.loc.gov/vocabulary/relators/aut $3 1316858
710 2 $a SpringerLink (Online service) $3 593884
773 0 $t Springer Nature eBook
776 0 8 $i Printed edition: $z 9783030316907
776 0 8 $i Printed edition: $z 9783030316921
776 0 8 $i Printed edition: $z 9783030316938
856 4 0 $u https://doi.org/10.1007/978-3-030-31691-4
912 $a ZDB-2-SLS
912 $a ZDB-2-SXS
950 $a Social Sciences (SpringerNature-41176)
950 $a Social Sciences (R0) (SpringerNature-43726)