Foreign Languages in Advertising
Frank van Meurs, Jos Hornikx
Springer Nature Switzerland AG, 2020
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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).
- ISBN-13
- 9783030316907
- ISBN-10
- 3030316904
- Publisher
- Springer Nature Switzerland AG
- Year
- 2020
- Publication date
- 2020-01-02
- Pages
- 253
- Dimensions
- 155x219x21
- Weight
- 458