{"product_id":"foreign-languages-in-advertising-linguistic-and-marketing-perspectives-von-jos-hornikx-frank-van-meurs","title":"Foreign Languages in Advertising","description":"\n                \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\n            \u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783030316907\"\u003e\u003ch3\u003eLinguistic and Marketing Perspectives\u003c\/h3\u003e\u003c\/div\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783030316938\"\u003e\u003ch3\u003eLinguistic and Marketing Perspectives\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Hardcover - 9783030316907","offer_id":31806211719261,"sku":"9783030316907","price":96.29,"currency_code":"EUR","in_stock":true},{"title":"Softcover - 9783030316938","offer_id":39419553185885,"sku":"9783030316938","price":90.94,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/c44e54af-a2e4-459d-a535-55cb91c81bda.jpg?v=1775277686","url":"https:\/\/shop.autorenwelt.de\/products\/foreign-languages-in-advertising-linguistic-and-marketing-perspectives-von-jos-hornikx-frank-van-meurs","provider":"Autorenwelt Shop","version":"1.0","type":"link"}