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Foreign Languages in Advertising

Linguistic and Marketing Perspectives

Palgrave Macmillan

Authors:

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  • Combines a linguistic perspective and a marketing perspective on language choice in advertising

  • Combines theoretical perspectives on foreign language in advertising with empirical support

  • Discusses three language strategies: expressing foreignness, highlighting globalness, and appealing to ethnicity

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USD 84.99
Price excludes VAT (USA)
  • ISBN: 978-3-030-31691-4
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  • Tax calculation will be finalised during checkout
Softcover Book
USD 109.00
Price excludes VAT (USA)
Hardcover Book
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Price excludes VAT (USA)

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Table of contents (7 chapters)

  1. Front Matter

    Pages i-xxi
  2. Introduction and Theoretical Backgrounds

    1. Front Matter

      Pages 1-1
    2. Introduction

      • Jos Hornikx, Frank van Meurs
      Pages 3-24
    3. Theoretical Perspectives

      • Jos Hornikx, Frank van Meurs
      Pages 25-53
  3. Foreign Language Strategies

    1. Front Matter

      Pages 55-55
    2. Foreign Language Display

      • Jos Hornikx, Frank van Meurs
      Pages 57-94
    3. English as a Global Language

      • Jos Hornikx, Frank van Meurs
      Pages 95-121
    4. Ethnic Language

      • Jos Hornikx, Frank van Meurs
      Pages 123-159
  4. Complexities and Conclusions

    1. Front Matter

      Pages 161-161
    2. Extensions and Complexities

      • Jos Hornikx, Frank van Meurs
      Pages 163-192
    3. Conclusions and Implications

      • Jos Hornikx, Frank van Meurs
      Pages 193-213
  5. Back Matter

    Pages 215-253

About this book

“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.

Keywords

  • foreign language display
  • branding
  • adverts
  • global marketing strategies
  • language and advertising
  • product packaging
  • aesthetic style
  • consumer ethnocentrism
  • linguistic appropriation
  • consumer culture positioning

Reviews

“The studies covered will offer readers a wealth of information about this fascinating topic. The book is very well structured, the index is comprehensive, and it is very useful … . It will constitute valuable reading both for beginners embarking on research and for experts from both linguistics and marketing looking for synergies between these two fields. There are clear applications, also, for teachers operating in both disciplines, as well as potentially broader language-based teaching in translation and transcultural studies.” (Will Amos, Sociolinguistic Studies, Vol. 15 (2), 2021)

Authors and Affiliations

  • Centre for Language Studies, Radboud University Nijmegen, Nijmegen, The Netherlands

    Jos Hornikx, Frank van Meurs

About the authors

Jos Hornikx is 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.




Bibliographic Information

Buying options

eBook
USD 84.99
Price excludes VAT (USA)
  • ISBN: 978-3-030-31691-4
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book
USD 109.00
Price excludes VAT (USA)
Hardcover Book
USD 109.99
Price excludes VAT (USA)