Marketing Identities Through Language - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Identities Through Language write by E. Martin. This book was released on 2005-11-30. Marketing Identities Through Language available in PDF, EPUB and Kindle. Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.
Foreign Languages in Advertising
Foreign Languages in Advertising - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Foreign Languages in Advertising write by Jos Hornikx. This book was released on 2019-12-17. Foreign Languages in Advertising available in PDF, EPUB and Kindle. 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.
SOCIOLINGUISTICS OF MARKETING
SOCIOLINGUISTICS OF MARKETING - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook SOCIOLINGUISTICS OF MARKETING write by HELEN. KELLY-HOLMES. This book was released on . SOCIOLINGUISTICS OF MARKETING available in PDF, EPUB and Kindle.
Advertising as Multilingual Communication
Advertising as Multilingual Communication - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Advertising as Multilingual Communication write by H. Kelly-Holmes. This book was released on 2016-01-11. Advertising as Multilingual Communication available in PDF, EPUB and Kindle. Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.
Language and Identity
Language and Identity - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Language and Identity write by David Evans. This book was released on 2014-12-18. Language and Identity available in PDF, EPUB and Kindle. Language not only expresses identities but also constructs them. Starting from that point, Language and Identity examines the interrelationships between language and identities. It finds that they are so closely interwoven, that words themselves are inscribed with ideological meanings. Words and language constitute meanings within discourses and discourses vary in power. The powerful ones reproduce more powerful meanings, colonize other discourses and marginalize or silence the least powerful languages and cultures. Language and culture death occur in extreme cases of marginalization. This book also demonstrates the socio-economic opportunities offered by language choice and the cultural allegiances of language, where groups have been able to create new lives for themselves by embracing new languages in new countries. Language can be a 'double-edged sword' of opportunity and marginalization. Language and Identity argues that bilingualism and in some cases multilingualism can both promote socio-economic opportunity and combat culture death and marginalization. With sound theoretical perspectives drawing upon the work of Bakhtin, Vygotsky, Gumperz, Foucault and others, this book provides readers with a rationale to redress social injustice in the world by supporting minority linguistic and cultural identities and an acknowledgement that access to language can provide opportunity.
