Foreign languages in advertising: linguistic and marketing perspectives
Auteur :
Hornikx, Jos / van Meurs, Frank
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783030316938
Date de publication :
26 août 2021
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
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).