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Foreign languages in advertising : linguistic and marketing perspectives Jos Hornikx, Frank van Meurs.

By:

Hornikx, Jos

Material type: Text

TextPublication details: Cham, Switzerland Palgrave Macmillan, Springer Nature Switzerland AG 2020Description: xxi, 253 pages illustrations 22 cmSubject(s):

Language and languages in advertising

DDC classification:

659.1 HOR

Contents:

Intro -- Preface -- Acknowledgements -- Contents -- List of Figures -- List of Tables -- List of Boxes -- Part I Introduction and Theoretical Backgrounds -- 1 Introduction -- 1.1 Academic Interest in Foreign Languages in Advertising -- 1.2 Starting Point: Consumer Culture Positioning -- 1.3 Aims and Scope -- References -- 2 Theoretical Perspectives -- 2.1 Defining Advertising and Foreign Languages -- 2.1.1 Advertising -- 2.1.2 Foreign Languages -- 2.2 Manifestations of Foreign Languages: Types of Code-Switching -- 2.3 Languages in the Mind -- 2.3.1 Revised Hierarchical Model 2.3.2 Conceptual Feature Model -- 2.4 The Socio-Communicative Context of Foreign Languages in Advertising -- 2.4.1 Markedness Model -- 2.4.2 Communication Accommodation Theory -- 2.4.3 Language Attitudes -- 2.4.4 National and Ethnic Stereotypes -- 2.5 Conclusion -- References -- Part II Foreign Language Strategies -- 3 Foreign Language Display -- 3.1 Foreign Language Display in Advertising Practice -- 3.2 The Country-of-Origin Effect -- 3.2.1 COO and Product Congruence -- 3.2.2 Ways of Expressing a COO -- 3.3 Foreign Language Display and Country of Origin 3.3.1 Early Research on Foreign Language Display -- 3.3.2 Linking Foreign Language Display to the COO Effect -- 3.3.3 Foreign Language Display and Product Congruence -- 3.4 Evoking Ethnocultural Associations -- 3.5 The Role of Comprehension -- 3.5.1 Psycholinguistic Perspective -- 3.5.2 Sociolinguistic Perspective -- 3.6 Curiosity, Attention, and Recall -- 3.6.1 Curiosity and Attention -- 3.6.2 Recall -- 3.7 Conclusion -- References -- 4 English as a Global Language -- 4.1 English as a Special Case of Foreign Language Display -- 4.1.1 Globalness Associations -- 4.1.2 Globalness and Reach 4.2 Similarities Between English and Other Cases of Foreign Language Display -- 4.3 Use of English in Advertising -- 4.3.1 Global Use of English -- 4.3.2 Parts of the Ad Where English Is Used -- 4.3.3 The Role of Product Type and Origin -- 4.4 Consumer Perceptions of English in Advertising -- 4.4.1 Perceptions of Internationalness -- 4.4.2 Perceptions of Modernity -- 4.4.3 Perceptions of Success -- 4.5 Conclusion -- References -- 5 Ethnic Language -- 5.1 Local Language and Ethnic Language -- 5.2 Ethnicity and Ethnic Adaptation -- 5.2.1 The Notion of Ethnicity -- 5.2.2 Ethnic Adaptation 5.2.3 Theoretical Accounts for Ethnic Adaptation -- 5.3 Research on Ethnic Language in Advertising -- 5.4 Spanish as Ethnic Language for Hispanics in the USA -- 5.4.1 Assumptions: Identity and Cultural Sensitivity -- 5.4.2 The Impact of Acculturation -- 5.4.3 The Impact of Other Moderators -- 5.4.4 Code-Switching Direction Effect -- 5.4.5 Word Associations -- 5.5 Conclusion -- References -- Part III Complexities and Conclusions -- 6 Extensions and Complexities -- 6.1 Extensions -- 6.1.1 Accents -- 6.1.2 Beyond Advertising: Packaging and Linguistic Landscape

Summary: 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).

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Item type	Current library	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	CamTech Library	General Collections	659.1 HOR (Browse shelf(Opens below))	1	Available		CamTech 000884

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Intro --
Preface --
Acknowledgements --
Contents --
List of Figures --
List of Tables --
List of Boxes --
Part I Introduction and Theoretical Backgrounds --
1 Introduction --
1.1 Academic Interest in Foreign Languages in Advertising --
1.2 Starting Point: Consumer Culture Positioning --
1.3 Aims and Scope --
References --
2 Theoretical Perspectives --
2.1 Defining Advertising and Foreign Languages --
2.1.1 Advertising --
2.1.2 Foreign Languages --
2.2 Manifestations of Foreign Languages: Types of Code-Switching --
2.3 Languages in the Mind --
2.3.1 Revised Hierarchical Model 2.3.2 Conceptual Feature Model --
2.4 The Socio-Communicative Context of Foreign Languages in Advertising --
2.4.1 Markedness Model --
2.4.2 Communication Accommodation Theory --
2.4.3 Language Attitudes --
2.4.4 National and Ethnic Stereotypes --
2.5 Conclusion --
References --
Part II Foreign Language Strategies --
3 Foreign Language Display --
3.1 Foreign Language Display in Advertising Practice --
3.2 The Country-of-Origin Effect --
3.2.1 COO and Product Congruence --
3.2.2 Ways of Expressing a COO --
3.3 Foreign Language Display and Country of Origin 3.3.1 Early Research on Foreign Language Display --
3.3.2 Linking Foreign Language Display to the COO Effect --
3.3.3 Foreign Language Display and Product Congruence --
3.4 Evoking Ethnocultural Associations --
3.5 The Role of Comprehension --
3.5.1 Psycholinguistic Perspective --
3.5.2 Sociolinguistic Perspective --
3.6 Curiosity, Attention, and Recall --
3.6.1 Curiosity and Attention --
3.6.2 Recall --
3.7 Conclusion --
References --
4 English as a Global Language --
4.1 English as a Special Case of Foreign Language Display --
4.1.1 Globalness Associations --
4.1.2 Globalness and Reach 4.2 Similarities Between English and Other Cases of Foreign Language Display --
4.3 Use of English in Advertising --
4.3.1 Global Use of English --
4.3.2 Parts of the Ad Where English Is Used --
4.3.3 The Role of Product Type and Origin --
4.4 Consumer Perceptions of English in Advertising --
4.4.1 Perceptions of Internationalness --
4.4.2 Perceptions of Modernity --
4.4.3 Perceptions of Success --
4.5 Conclusion --
References --
5 Ethnic Language --
5.1 Local Language and Ethnic Language --
5.2 Ethnicity and Ethnic Adaptation --
5.2.1 The Notion of Ethnicity --
5.2.2 Ethnic Adaptation 5.2.3 Theoretical Accounts for Ethnic Adaptation --
5.3 Research on Ethnic Language in Advertising --
5.4 Spanish as Ethnic Language for Hispanics in the USA --
5.4.1 Assumptions: Identity and Cultural Sensitivity --
5.4.2 The Impact of Acculturation --
5.4.3 The Impact of Other Moderators --
5.4.4 Code-Switching Direction Effect --
5.4.5 Word Associations --
5.5 Conclusion --
References --
Part III Complexities and Conclusions --
6 Extensions and Complexities --
6.1 Extensions --
6.1.1 Accents --
6.1.2 Beyond Advertising: Packaging and Linguistic Landscape

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).

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