Author: Robert G. WyckhamPublisher: Burnaby, B.C. : Simon Fraser University, Faculty of Business Administration
ISBN:
Category : Children
Languages : en
Pages : 26
Book Description
Students' Linguistic Skills and the Language of Television Advertising
Author: Robert G. WyckhamPublisher: Burnaby, B.C. : Simon Fraser University, Faculty of Business Administration
ISBN:
Category : Children
Languages : en
Pages : 26
Book Description
The English Quarterly
Author: Foreign Languages in Advertising
Author: Jos HornikxPublisher: 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.
International Journal of Advertising
Author: Resources in Education
Author: CALL, Culture and the Language Curriculum
Author: Licia CalviPublisher: Springer Science & Business Media
ISBN: 1447115368
Category : Education
Languages : en
Pages : 178
Book Description
A consensus seems to exist on the following. In foreign language acquisition methodology sound methods and efficient tools have been developed until now in order to allow the learner to master and put into practice grammar, basic vocabulary and frequent communicative rules. Within this area Computer Assisted Language Learning (CALL) has become an indispensable partner, often leading the game. Beyond these borders, however, methodology as a whole becomes more blurred. Rules seem to vanish, variation and specialisation increase. Intuitive and ad hoc approaches seem to take the lead on formally established methods. The reasons for this are obvious: how to control the enormous, ever changing and expanding set of data, links and encyclopedic information that we associate with a richly developed human language? In front of this overwhelming opponent the search for method often surrenders. This is the point where CALL could offer foreign language learning the opportunity to make another jump forward. Information technology is capable of handling and streamlining huge and complex amounts of information. But this is also the point where language crosses the border of the purely linguistic fact, and where language learning has to come to terms with what we would call "cultural" issues.
Advertising as Multilingual Communication
Author: H. Kelly-HolmesPublisher: 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.
Current Index to Journals in Education
Author: Research in Education
Author: Longman Bibliography of Composition and Rhetoric, 1984-1985
Author: Erika LindemannPublisher: Longman Publishing Group
ISBN: 9780582283763
Category : Language Arts & Disciplines
Languages : en
Pages : 344
Book Description