Abstract
English is used extensively in advertising in countries where it is not an official language (Gerritsen et al., 2007; Piller, 2003). One of the reasons advertisers use English is the assumption that this language has a symbolic value for consumers (Kelly-Holmes, 2000; 2005).
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van Hooft, A., van Meurs, F., Spierts, D. (2017). In Arabic, English, or a Mix? Egyptian Consumers’ Response to Language Choice in Product Advertisements, and the Role of Language Attitudes. In: Zabkar, V., Eisend, M. (eds) Advances in Advertising Research VIII. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18731-6_11
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DOI: https://doi.org/10.1007/978-3-658-18731-6_11
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