TY - BOOK AU - Hornikx, Jos TI - Foreign languages in advertising : : linguistic and marketing perspectives U1 - 659.1 HOR PY - 2020/// CY - Cham, Switzerland PB - Palgrave Macmillan, Springer Nature Switzerland AG KW - Language and languages in advertising N1 - 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 N2 - 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) ER -