東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁 到查詢結果 [ subject:"Language and languages in advertising." ]

切換: 標籤 | MARC模式 | ISBD

Foreign languages in advertising = l...

Hornikx, Jos.

FindBook

Google Book

Amazon

博客來

Foreign languages in advertising = linguistic and marketing perspectives /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Foreign languages in advertising/ by Jos Hornikx, Frank van Meurs.
其他題名:	linguistic and marketing perspectives /
作者:	Hornikx, Jos.
其他作者:	Van Meurs, Frank.
出版者:	Cham :Springer International Publishing : : 2020.,
面頁冊數:	xxi, 253 p. :ill., digital ;24 cm.
內容註:	PART I: Introduction and Theoretical Backgrounds -- 1. Introduction -- 2. Theoretical Perspectives -- PART II: Foreign Language Strategies -- 3. Foreign Language Display -- 4. English as a Global Language -- 5. Ethnic Language -- PART III: Complexities and Conclusions -- 6. Extensions and Complexities -- 7. Conclusions and Implications.
Contained By:	Springer eBooks
標題:	Language and languages in advertising. -
電子資源:	https://doi.org/10.1007/978-3-030-31691-4
ISBN:	9783030316914

Foreign languages in advertising = linguistic and marketing perspectives /
Hornikx, Jos.

Foreign languages in advertisinglinguistic and marketing perspectives /[electronic resource] :by Jos Hornikx, Frank van Meurs. - Cham :Springer International Publishing :2020. - xxi, 253 p. :ill., digital ;24 cm.

PART I: Introduction and Theoretical Backgrounds -- 1. Introduction -- 2. Theoretical Perspectives -- PART II: Foreign Language Strategies -- 3. Foreign Language Display -- 4. English as a Global Language -- 5. Ethnic Language -- PART III: Complexities and Conclusions -- 6. Extensions and Complexities -- 7. Conclusions and Implications.

"An impressive integration of research in the use of foreign, or multiple, languages in marketing communications. This work is essential reading for scholars who are interested in conducting research in the area. It provides a global view of the field, including the major conceptual frameworks and empirical findings to date." -- David Luna, University of Central Florida, USA 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. Jos Hornikx is Associate Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands. Frank van Meurs is Assistant Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.

ISBN: 9783030316914

Standard No.: 10.1007/978-3-030-31691-4doiSubjects--Topical Terms:

3446702
Language and languages in advertising.

LC Class. No.: HF5821.5 / .H676 2020

Dewey Class. No.: 659.1

Foreign languages in advertising = linguistic and marketing perspectives /
LDR:03096nmm a2200325 a 4500 001 2215384
003 DE-He213
005 20200604110128.0
006 m d
007 cr nn 008maaau
008 201119s2020 sz s 0 eng d
020 $a 9783030316914 $q (electronic bk.)
020 $a 9783030316907 $q (paper)
024 7 $a 10.1007/978-3-030-31691-4 $2 doi
035 $a 978-3-030-31691-4
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5821.5 $b .H676 2020
072 7 $a CFB $2 bicssc
072 7 $a LAN009000 $2 bisacsh
072 7 $a CFB $2 thema
082 0 4 $a 659.1 $2 23
090 $a HF5821.5 $b .H816 2020
100 1 $a Hornikx, Jos. $3 3446700
245 1 0 $a Foreign languages in advertising $h [electronic resource] : $b linguistic and marketing perspectives / $c by Jos Hornikx, Frank van Meurs.
260 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2020.
300 $a xxi, 253 p. : $b ill., digital ; $c 24 cm.
505 0 $a PART I: Introduction and Theoretical Backgrounds -- 1. Introduction -- 2. Theoretical Perspectives -- PART II: Foreign Language Strategies -- 3. Foreign Language Display -- 4. English as a Global Language -- 5. Ethnic Language -- PART III: Complexities and Conclusions -- 6. Extensions and Complexities -- 7. Conclusions and Implications.
520 $a "An impressive integration of research in the use of foreign, or multiple, languages in marketing communications. This work is essential reading for scholars who are interested in conducting research in the area. It provides a global view of the field, including the major conceptual frameworks and empirical findings to date." -- David Luna, University of Central Florida, USA 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. Jos Hornikx is Associate Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands. Frank van Meurs is Assistant Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.
650 0 $a Language and languages in advertising. $3 3446702
650 1 4 $a Sociolinguistics. $3 524467
650 2 4 $a Applied Linguistics. $3 896965
650 2 4 $a Psycholinguistics. $3 517043
650 2 4 $a Multilingualism. $3 598147
650 2 4 $a Marketing. $3 536353
650 2 4 $a Emerging Markets/Globalization. $3 1565823
700 1 $a Van Meurs, Frank. $3 3446701
710 2 $a SpringerLink (Online service) $3 836513
773 0 $t Springer eBooks
856 4 0 $u https://doi.org/10.1007/978-3-030-31691-4
950 $a Social Sciences (Springer-41176)