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Author: H. Kelly-Holmes Publisher: Springer ISBN: 0230503012 Category : Business & Economics Languages : en Pages : 221
Book Description
Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.
Author: H. Kelly-Holmes Publisher: Springer ISBN: 0230503012 Category : Business & Economics Languages : en Pages : 221
Book Description
Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.
Author: Nripendra P. Rana Publisher: Springer Nature ISBN: 3030243745 Category : Business & Economics Languages : en Pages : 337
Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Barry Pennock Speck Publisher: Universitat de València ISBN: 8437092116 Category : Language Arts & Disciplines Languages : en Pages : 217
Book Description
Esta colección incluye una rica variedad de enfoques a los complejos entendimientos de los sureños con el cambio y los avances reflejados en la literatura, la historia y la cultura de esta región tan característica. Los colaboradores de ambas partes del Atlántico abordan viajes introspectivos de peregrinación literaria, arrojan nueva luz sobre la historia del movimiento de los derechos civiles, así como su reflejo en la literatura, analizan las transacciones desde la literatura hacia el cine, trazan las peregrinaciones religiosas tanto en la historia como en el cine, y siguen a un gran número de autores y personajes literarios en sus viajes a través del Sur o en su huida forzosa o voluntaria de él, en busca de otros lugares donde puedan hallar refugio o donde puedan sembrar las simientes de un nuevo comienzo.
Author: Thomas E. Ford Publisher: Walter de Gruyter GmbH & Co KG ISBN: 3110755807 Category : Literary Criticism Languages : en Pages : 612
Book Description
The De Gruyter Handbook of Humor Studies consolidates the cumulative contributions in theory and research on humor from 57 international scholars representing 21 different countries in the widest possible diversity of disciplines. It organizes research in a unique conceptual framework addressing two broad themes: the Essence of Humor and the Functions of Humor. Furthermore, scholars of humor have recognized that humor is not only a universal human experience, it is also inherently social, shared among people and woven into the fabric of nearly every type of interpersonal relationship. Scholars across all academic disciplines have addressed questions about the essence and functions of humor at different "levels of analysis" relating to how narrowly or broadly they conceptualize the social context of humor. Accordingly, the editors have organized each broad thematic section into four subsections defined by "level of analysis." The book first addresses questions about individual psychological processes and text properties, then moves to questions involving broader conceptualizations of the social context addressing humor and social relations, and humor and culture. By providing a comprehensive review of foundational work as well as new research and theoretical advancements across academic disciplines, the De Gruyter Handbook of Humor Studies will serve as the foremost authoritative research handbook for experienced humor scholars as well as an essential starting point for newcomers to the field, such as graduate students seeking to conduct their own research on humor. Further, by highlighting the interdisciplinary interest of new and emerging areas of research the book identifies and defines directions for future research for scholars from every discipline that contributes to our understanding of humor.
Author: Clive Seale Publisher: SAGE ISBN: 9781412934206 Category : Business & Economics Languages : en Pages : 560
Book Description
`This comprehensive collection of almost 40 chapters - each written by a leading expert in the field - is the essential reference for anyone undertaking or studying qualitative research. It covers a diversity of methods and a variety of perspectives and is a very practical and informative guide for newcomers and experienced researchers alike' - John Scott, University of Essex `The best ways in which to understand the issues and processes informing qualitative research is to learn from the accounts of its leading practitioners. Here they come together in what is a distinctive and wide-ranging collection that will appeal to postgraduates and social researchers in general' - Tim May, University of Salford `This excellent guide engages in a dialogue with a wide range of expert qualitative researchers, each of whom considers their own practice in an illuminating and challenging way. Overall, the book constitutes an authoritative survey of current methods of qualitative research data collection and analysis' - Nigel Gilbert, University of Surrey Learning to do good qualitative research occurs most fortuitously by seeing what researchers actually do in particular projects and by incorporating their procedures and strategies into one's own research practice. This is one of the most powerful and pragmatic ways of bringing to bear the range of qualitative methodological perspectives available. The chapters in this important new volume are written by leading, internationally distinguished qualitative researchers who recount and reflect on their own research experiences as well as others, past and present, from whom they have learned. It demonstrates the benefits of using particular methods from the viewpoint of real-life experience. From the outside, good research seems to be produced through practitioners learning and following standard theoretical, empiric
Author: Yvonne Cleary Publisher: Taylor & Francis ISBN: 1000407381 Category : Technology & Engineering Languages : en Pages : 250
Book Description
Practical, research-based overview of careers in technical communication featuring narratives from working professionals in a range of careers and international contexts Technical communication is a diverse, growing, and rapidly changing field, and an up-to-date guide to careers will be useful for students and junior professionals in the US and Europe Competing books on technical communication careers are outdated and do not include non-US contexts; this book contains current research and practitioner narratives that most closely examine careers as they operate today
Author: Professor Teun A. van Dijk Publisher: SAGE ISBN: 1849207038 Category : Language Arts & Disciplines Languages : en Pages : 369
Book Description
What are the structures of discourse and what are the functions of these structures in the communicative context? This volume explains how and why discourse is organized at various levels. The multidisciplinary contributions illustrate that discourse analysis goes far beyond the linguistic answer of designing grammars and goes hand in hand with the study of their uses and functions in the social context. Comprehensive and accessible, the volume covers a huge variety of discourse genres, including written and spoken, and storytelling and argumentation. The chapters also illustrate the necessity to examine the mental processes of the language users: How do people go about producing, understanding and remembering text or talk?
Author: Jos Hornikx Publisher: Springer Nature ISBN: 3030316912 Category : Language Arts & Disciplines Languages : en Pages : 263
Book Description
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.
Author: Teun A. van Dijk Publisher: SAGE ISBN: 9780803978454 Category : Language Arts & Disciplines Languages : en Pages : 376
Book Description
What are the structures of discourse and what are the functions of these structures in the communicative context? This volume explains how and why discourse is organized at various levels. The multidisciplinary contributions illustrate that discourse analysis goes far beyond the linguistic answer of designing grammars and goes hand in hand with the study of their uses and functions in the social context. Comprehensive and accessible, the volume covers a huge variety of discourse genres, including written and spoken, and storytelling and argumentation. The chapters also illustrate the necessity to examine the mental processes of the language users: How do people go about producing, understanding and remembering text or talk? The book stresses that both discourse and its mental processing have a social basis and can only be fully understood in relation to social interaction.
Author: Francesca Bargiela-Chiappini Publisher: Springer ISBN: 1137024933 Category : Language Arts & Disciplines Languages : en Pages : 233
Book Description
This second edition reviews the field of business discourse, centring on the investigation of business language and communication as practice. It combines research-based discussions with innovative practical applications and promotes debate and enquiry on a range of competing issues, emerging from business discourse research and teaching practice.
Author: H. Kelly-Holmes
Author: H. Kelly-Holmes
Author: Nripendra P. Rana
Author: Barry Pennock Speck
Author: Thomas E. Ford
Author: Clive Seale
Author: Yvonne Cleary
Author: Professor Teun A. van Dijk
Author: Jos Hornikx
Author: Teun A. van Dijk
Author: Francesca Bargiela-Chiappini