Foreign Languages in Advertising
Springer International Publishing (Verlag)
978-3-030-31690-7 (ISBN)
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.
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.
"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)
“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)
Erscheinungsdatum | 24.01.2020 |
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Zusatzinfo | XXI, 253 p. 5 illus. |
Verlagsort | Cham |
Sprache | englisch |
Maße | 148 x 210 mm |
Gewicht | 488 g |
Themenwelt | Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Sprachwissenschaft |
Schlagworte | adverts • aesthetic style • Branding • consumer culture positioning • consumer ethnocentrism • foreign language display • global marketing strategies • language and advertising • linguistic appropriation • Product packaging |
ISBN-10 | 3-030-31690-4 / 3030316904 |
ISBN-13 | 978-3-030-31690-7 / 9783030316907 |
Zustand | Neuware |
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