Foreign Languages in Advertising: Linguistic and Marketing Perspectives (Bog, Paperback / softback, Engelsk) af Jos Hornikx
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Foreign Languages in Advertising: Linguistic and Marketing Perspectives

(Bog, Paperback / softback, Engelsk)
Forfattere: Jos Hornikx, Frank van Meurs
Foreign Languages in Advertising: Linguistic and Marketing Perspectives
Forlag: Springer Nature Switzerland AG

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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).

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Forlag Springer Nature Switzerland AG
Forfattere Jos Hornikx, Frank van Meurs
Type Bog
Format Paperback / softback
Sprog Engelsk
Udgave 2020 ed.
Udgivelsesdato 26-08-2021
Første udgivelsesår 2021
Illustrationer 5 Illustrations, black and white; XXI, 253 p. 5 illus.
Originalsprog Switzerland
Sideantal 253
Indbinding Paperback / softback
Forlag Springer Nature Switzerland AG
Sideoplysninger 253 pages, 5 Illustrations, black and white; XXI, 253 p. 5 illus.
Mål 210 x 148
ISBN-13 / EAN-13 9783030316938