{"product_id":"foreign-languages-in-advertising-9783030316914","title":"Foreign Languages in Advertising","description":"\u003cp\u003eThis 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.\u003c\/p\u003e","brand":"Gardners","offers":[{"title":"Default Title","offer_id":52915576602903,"sku":null,"price":10055.83,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0679\/6918\/8119\/files\/9783030316914.jpg?v=1781527069","url":"https:\/\/payment.letskitaboo.com\/products\/foreign-languages-in-advertising-9783030316914","provider":"Kitaboo One eStore","version":"1.0","type":"link"}