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Introduction

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Foreign Languages in Advertising

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Abstract

This chapter presents a historical overview of research on foreign languages in advertising. A new, systematic review of research in linguistics and marketing on foreign languages in advertising between 1980 and 2000 identifies distinct interest areas, including foreign language use as an element of advertising standardization, connections of foreign languages with products, countries, and characteristics, and English versus Spanish for US Hispanics. This book covers the broad spectrum of research on foreign languages in advertising by presenting three language strategies within the framework of brand positioning strategies proposed by Alden, Steenkamp, and Batra (1999): foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity.

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Authors and Affiliations

  1. Centre for Language Studies, Radboud University Nijmegen, Nijmegen, The Netherlands

    Jos Hornikx

  2. Centre for Language Studies, Radboud University Nijmegen, Nijmegen, The Netherlands

    Frank van Meurs

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  1. Jos Hornikx
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Correspondence to Jos Hornikx .

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Hornikx, J., van Meurs, F. (2020). Introduction. In: Foreign Languages in Advertising. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-31691-4_1

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  • DOI: https://doi.org/10.1007/978-3-030-31691-4_1

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  • Print ISBN: 978-3-030-31690-7

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