{"product_id":"foreign-languages-in-advertising-jos-hornikx-9783030316907","title":"Foreign Languages in Advertising: Linguistic and Marketing Perspectives","description":"\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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Jos Hornikx,Frank Van Meurs\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 3030316904\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9783030316907\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Palgrave MacMillan\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 01\/02\/2020\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 253\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.06lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.27h x 5.83w x 0.69d","brand":"Jos Hornikx","offers":[{"title":"Hardcover","offer_id":48089061949695,"sku":"9783030316907","price":99.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_ff735260-78a6-4de3-859a-4443edf2b24b.jpg?v=1769107986","url":"https:\/\/www.whiterainbookhouse.com\/products\/foreign-languages-in-advertising-jos-hornikx-9783030316907","provider":"WR Book House","version":"1.0","type":"link"}