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Foreign Languages in Advertising: Linguistic and Marketing Perspectives Jos Hornikx 2020 edition
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Foreign Languages in Advertising: Linguistic and Marketing Perspectives
Jos Hornikx
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).
253 pages, 5 Illustrations, black and white; XXI, 253 p. 5 illus.
| Media | Books Paperback Book (Book with soft cover and glued back) |
| Released | August 26, 2021 |
| ISBN13 | 9783030316938 |
| Publishers | Springer Nature Switzerland AG |
| Pages | 253 |
| Dimensions | 150 × 220 × 10 mm · 366 g |
| Language | German |
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