Foreign Languages in Advertising
Foreign Languages in Advertising

Author: Jos Hornikx

Publisher: Springer Nature

Published: 2019-12-17

Total Pages: 263

ISBN-13: 3030316912

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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.

Advertising as Multilingual Communication
Advertising as Multilingual Communication

Author: H. Kelly-Holmes

Publisher: Springer

Published: 2016-01-11

Total Pages: 221

ISBN-13: 0230503012

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Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.

Marketing Identities Through Language
Marketing Identities Through Language

Author: E. Martin

Publisher: Springer

Published: 2005-11-30

Total Pages: 300

ISBN-13: 0230511902

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Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

Author: Epure, Manuela

Publisher: IGI Global

Published: 2018-09-28

Total Pages: 359

ISBN-13: 1522557792

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In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

The U.S. Foreign Language Deficit
The U.S. Foreign Language Deficit

Author: Kathleen Stein-Smith

Publisher: Springer

Published: 2016-08-24

Total Pages: 126

ISBN-13: 3319341596

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This volume explores why Americans are among the least likely in the world to speak another language and how this U.S. foreign language deficit negatively impacts national and economic security, business and career prospects. Stein-Smith exposes how individuals are disadvantaged through their inability to effectively navigate the global workplace and multicultural communities, how their career options are limited by the foreign language deficit, and even how their ability to enjoy travel abroad and cultural pursuits is diminished. Through exploring the impact of the U.S. foreign language deficit, the author speaks to the stakeholders and partners in the campaign for foreign languages, offering guidance on what can and should be done to address it. She examines the next steps needed to develop specific career pathways that will meet the current and future needs of government, business, and industry, and empower foreign language learners through curriculum and career preparation.

Why You Need a Foreign Language & how to Learn One
Why You Need a Foreign Language & how to Learn One

Author: Edward Trimnell

Publisher: Beechmont Crest Pub

Published: 2005

Total Pages: 244

ISBN-13: 9780974833019

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"The first half of this book examines the commercial, social, and political implications of American monolingualism. The second half of the book explores the techniques and tools that a working professional can use to acqure functional skills in a new language."--Back cover.

Discourse Across Languages and Cultures
Discourse Across Languages and Cultures

Author: Carol Lynn Moder

Publisher: John Benjamins Publishing

Published: 2004

Total Pages: 378

ISBN-13: 9789027230782

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This volume seeks to answers such questions as: how is conscious experience translated into discourse? How are foregrounding and backgrounding accomplished? What is the function of features like lexical choice and referential choice? And many more.

The Value of Foreign Language Learning
The Value of Foreign Language Learning

Author: Tobias Schroedler

Publisher: Springer

Published: 2017-10-10

Total Pages: 248

ISBN-13: 3658197366

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Based on a highly interdisciplinary theoretical framework, Tobias Schroedler provides a comprehensive picture of the value of language skills within the Irish economy. The author manages to present and merge theories from economics, business studies, sociology, and applied linguistics making this an innovative and valuable contribution to the growing field of research on the value of multilingualism and languages. The first of two datasets presented in the book provides a macroeconomic quantification on the economic performance of four different global language communities. The second dataset consists of an expert interview study on the matter. Based on the data analysis, the author derives recommendations for economically beneficial language education policy making.

Symbolic Values of Foreign Language Use
Symbolic Values of Foreign Language Use

Author: Harald Haarmann

Publisher: Walter de Gruyter

Published: 2011-09-12

Total Pages: 309

ISBN-13: 3110868393

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CONTRIBUTIONS TO THE SOCIOLOGY OF LANGUAGE brings to students, researchers and practitioners in all of the social and language-related sciences carefully selected book-length publications dealing with sociolinguistic theory, methods, findings and applications. It approaches the study of language in society in its broadest sense, as a truly international and interdisciplinary field in which various approaches, theoretical and empirical, supplement and complement each other. The series invites the attention of linguists, language teachers of all interests, sociologists, political scientists, anthropologists, historians etc. to the development of the sociology of language.

Handbook of Foreign Language Communication and Learning
Handbook of Foreign Language Communication and Learning

Author: Karlfried Knapp

Publisher: Walter de Gruyter

Published: 2009-12-15

Total Pages: 752

ISBN-13: 3110214245

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This volume focuses on how far the policies, principles and practices of foreign language teaching and learning are, or can be, informed by theoretical considerations and empirical findings from the linguistic disciplines. Part I deals with the nature of foreign language learning in general, while Part II explores issues arising from linguistic, socio-political, cultural and cognitive perspectives. Part III and IV then consider the different factors that have to be taken into account in designing the foreign language subject and the various approaches to pedagogy that have been proposed. Part V finally addresses questions concerning assessment of learner proficiency and the evaluation of courses designed to promote it. Key features: provides a state-of-the-art description of different areas in the context of foreign language communication and learning presents a critical appraisal of the relevance of the field offers solutions to everyday language-related problems with contributions from renowned experts