Foreign Languages in Advertising: Linguistic and Marketing Perspectives - Jos Hornikx - Books - Springer Nature Switzerland AG - 9783030316907 - January 2, 2020
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Jos Hornikx
Foreign Languages in Advertising: Linguistic and Marketing Perspectives 2020 edition

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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     Hardcover Book   (Book with hard spine and cover)
Released January 2, 2020
ISBN13 9783030316907
Publishers Springer Nature Switzerland AG
Pages 253
Dimensions 219 × 155 × 21 mm   ·   458 g
Language German  

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