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Advertising As Multilingual Communication
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Book Synopsis Advertising as Multilingual Communication by : H. Kelly-Holmes
Download or read book Advertising as Multilingual Communication written by H. Kelly-Holmes and published by Springer. This book was released on 2016-01-11 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Advertising and Multilingual Repertoires by : Marco Santello
Download or read book Advertising and Multilingual Repertoires written by Marco Santello and published by Routledge. This book was released on 2016-08-05 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.
Book Synopsis Foreign Languages in Advertising by : Jos Hornikx
Download or read book Foreign Languages in Advertising written by Jos Hornikx and published by Springer Nature. This book was released on 2019-12-17 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Handbook of Multilingualism and Multilingual Communication by : Peter Auer
Download or read book Handbook of Multilingualism and Multilingual Communication written by Peter Auer and published by Walter de Gruyter. This book was released on 2007-01-01 with total page 606 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume is an up-to-date, concise introduction to bilingualism and multilingualism in schools, in the workplace, and in international institutions in a globalized world. The authors use a problem-solving approach and ask broad questions about bilingualism and multilingualism in society, including the question of language acquisition versus maintenance of bilingualism. Key features: provides a state-of-the-art description of different areas in the context of multilingualism and multilingual communication presents a critical appraisal of the relevance of the field, offers solutions of everyday language-related problems international handbook with contributions from renown experts in the field
Book Synopsis Advertising and Multilingual Repertoires by : Marco Santello
Download or read book Advertising and Multilingual Repertoires written by Marco Santello and published by Routledge. This book was released on 2016-08-05 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising and Multilingual Repertoires explores advertising from the perspective of multilingual audiences. Santello introduces the key linguistic processes involved in advertising discourse, and analyses the relationship between the linguistic repertoires of audiences and language use in advertising. This book: Showcases the most recent advancements in linguistic research as applied to the study of advertising and multilingualism, adopting an approach that focuses on linguistic resources; Examines how advertisements make use of language(s), including Italian and the use of English as a foreign language, in order to attract attention and persuade their audience; Familiarises readers with response mechanisms that bilinguals and multilinguals experience when exposed to advertising in different languages; Demonstrates both qualitative and quantitative approaches to researching the intersections between language and marketing. Advertising and Multilingual Repertoires is key reading for postgraduate students and researchers in the field of language and advertising.
Book Synopsis The Role of Language and Symbols in Promotional Strategies and Marketing Schemes by : Epure, Manuela
Download or read book The Role of Language and Symbols in Promotional Strategies and Marketing Schemes written by Epure, Manuela and published by IGI Global. This book was released on 2018-09-28 with total page 333 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.
Book Synopsis Marketing Identities Through Language by : E. Martin
Download or read book Marketing Identities Through Language written by E. Martin and published by Springer. This book was released on 2005-11-30 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.
Book Synopsis Research Genres Across Languages by : Carmen Pérez-Llantada
Download or read book Research Genres Across Languages written by Carmen Pérez-Llantada and published by Cambridge University Press. This book was released on 2021-07-15 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essential reading for understanding genre innovation and evolution in relation to Web 2.0 technology and sociocultural diversity.
Book Synopsis Manipulation of Society Through Advertising. Language Manipulation Mechanisms in Advertisements by : Stacie Writes
Download or read book Manipulation of Society Through Advertising. Language Manipulation Mechanisms in Advertisements written by Stacie Writes and published by . This book was released on 2016-06-29 with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Language, Media, and Society by : Gajendra Singh Chauhan
Download or read book Language, Media, and Society written by Gajendra Singh Chauhan and published by . This book was released on 2010 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In modern language communication, advertising is one of the most striking to arouse strong feelings. Language empowers the advertising message. This book - based on research in India - takes interest in the subtleties of advertising communication and unravels the different intricacies of hidden messages. No matter how innocent an advertisement may appear, profound meaning and messages are continuously played out. To reinforce Chomsky's thesis, "while the surface structure is identical in all interpretations, the deep structure is not." Language, Media & Society takes an approach based on communication perspectives, starting from a wide variety of analytical frameworks, such as social theory or mindset. Advertising is not just a vigorous marketing module, but also an integral element of modern society and cultures. Its enchanting power recycles cultural models and practices through the multiple media exposure. The book digs up layers of linguistic marvels on the syntactical, psychological, semantic, and semiotic levels of the advertising message. It also delves into the sociolinguistic setting of Arunachal Pradesh, power of code mixing in advertising, and the sexist language of advertising.
Book Synopsis Applied Linguistics Review. 2010 1 by : Li Wei
Download or read book Applied Linguistics Review. 2010 1 written by Li Wei and published by Walter de Gruyter. This book was released on 2010 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: No detailed description available for "APPLIED LINGUISTICS REVIEW 1 (2010)".
Book Synopsis Advertising Language by : Keiko Tanaka
Download or read book Advertising Language written by Keiko Tanaka and published by Routledge. This book was released on 2005-07-05 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: Keiko Tanaka offers an analysis of the linguistic devices that are used in advertisements, looking at the strategems which advertisers employ to gain and retain the attention of their audience. Using relevance theory as a framework, she sets out its key aspects and applies them to the language of written advertising in Britain and Japan. Particular emphasis is placed on `covert communication', puns and metaphors, and the book contains a unique chapter on images of women in Japanese advertising. It is fully illustrated throughout with recent contrasting advertisements drawn from the two countries. The book provides a compelling analysis of the language of advertising, and an exploration of Relevance Theory that will be of interest to scholars in many fields.
Book Synopsis Advertising as Communication by : Gillian Dyer
Download or read book Advertising as Communication written by Gillian Dyer and published by Routledge. This book was released on 2008-03-07 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle form of persuasion, or of the extent to which it manipulates our (consumer) culture. This book sets out to examine advertising as a form of communication in contemporary society and also places it in its wider cultural and economic context.
Book Synopsis The Influence of Language on Communication and Persuasion in Advertising by : William Ryall Carroll
Download or read book The Influence of Language on Communication and Persuasion in Advertising written by William Ryall Carroll and published by ProQuest. This book was released on 2000 with total page 83 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Discourse of Advertising by : Guy Cook
Download or read book The Discourse of Advertising written by Guy Cook and published by Psychology Press. This book was released on 2001 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition considers advertising in the context of current changes in communication. All chapters have been fully revised and updated, and substantial new material has been added. The social functions and aesthetic effects of advertisements are comprehensively analysed across a wide range of media, from billboards to email and the Internet. Controversially, advertisements are contrasted and compared with literary texts throughout. The book clearly explains relevant concepts from semiotics, poetics, and linguistics, and can serve as an introduction to all of these disciplines. Practical exercises to stimulate further discussion are included at the end of each chapter.
Book Synopsis The Language of Persuasion in Advertising. A Corpus-based Critical Discourse Analysis by : Seda Evirgen
Download or read book The Language of Persuasion in Advertising. A Corpus-based Critical Discourse Analysis written by Seda Evirgen and published by GRIN Verlag. This book was released on 2021-05-04 with total page 76 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2020 in the subject English Language and Literature Studies - Linguistics, grade: 1,0, Justus-Liebig-University Giessen, language: English, abstract: The thesis at hand puts a special emphasis on the use of persuasive language in online native advertisements from The New York Times. After careful examination, the corpus will be compiled of three native advertisements from the field of technology, by the sponsors Intel, Dropbox and Slack. The limitation to these native advertisements and persuasive linguistic devices and techniques was necessary with regard to the scope of this thesis. As no linguistic analysis of native advertisements could be found, there also was no reference to follow. Therefore, the thesis at hand lays the foundation for further research in this area. The aim is to conduct a corpus-based Critical Discourse Analysis in order to investigate and answer two main questions: 1. Do online native advertisements make use of the same persuasion methods as previously researched for other advertising types? 2. What are the most prominent persuasive linguistic devices and techniques in the online native advertisements from The New York Times? In addition to the CDA, the corpus-based approach is expected to provide quantitative evidence of the existence of discourse and to identify repetitive linguistic patterns of persuasive language use in native advertising. The thesis will be structured as follows. First, the theoretical framework provides general information about the functions and characteristics of advertising, while further focusing on native advertisement and the language of advertising. It continues with explaining the concept of persuasive language on the basis of ethos, logos and pathos and introduces some powerful persuasive techniques in advertisement. Further, linguistic devices of persuasive language on the phonetic, lexical, morphological and syntactic level will be defined. Additionally, the concept of Critical Discourse Analysis will be explained in detail, as the thesis at hand follows the CDA framework of Fairclough. The data collection method and data analysis procedure will be outlined in Chapter 3. This is followed by an analysis of three online native advertisements from the publisher The New York Times. After the analysis, the results will be presented and evaluated in order to assess the hypothesis. Finally, the conclusion provides a summary of the findings and suggests further research opportunities.
Author :Sabine Gieszinger Publisher :Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften ISBN 13 : Total Pages :392 pages Book Rating :4.F/5 ( download)
Book Synopsis The History of Advertising Language by : Sabine Gieszinger
Download or read book The History of Advertising Language written by Sabine Gieszinger and published by Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften. This book was released on 2001 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: The discourse of advertising has changed considerably over the past 200 years. This study - based on a corpus of 540 advertisements published in The Times between 1788 and 1996 - outlines how advertisements have developed into a distinctive text type with recurring formal, semantic and functional features. Criteria investigated are the global structure of advertisements, major topics, the use of adjectives, language play, the textual realisation of advertising functions and the emergence of the pictorial message. Although the study focuses on linguistic aspects of advertising, the discussion also includes the influence of extra-linguistic factors, such as socio-economic conditions and the development of the media.
