Foreign Languages In Advertising

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Foreign Languages in Advertising

Author : Jos Hornikx
Publisher : Springer Nature
ISBN 13 : 3030316912
Total Pages : 263 pages
Book Rating : 4.0/5 (33 download)

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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.

Advertising as Multilingual Communication

Author : H. Kelly-Holmes
Publisher : Springer
ISBN 13 : 0230503012
Total Pages : 221 pages
Book Rating : 4.2/5 (35 download)

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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 221 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.

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

Author : Epure, Manuela
Publisher : IGI Global
ISBN 13 : 1522557792
Total Pages : 359 pages
Book Rating : 4.5/5 (225 download)

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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 359 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.

Why You Need a Foreign Language & how to Learn One

Author : Edward Trimnell
Publisher : Beechmont Crest Pub
ISBN 13 : 9780974833019
Total Pages : 244 pages
Book Rating : 4.8/5 (33 download)

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Book Synopsis Why You Need a Foreign Language & how to Learn One by : Edward Trimnell

Download or read book Why You Need a Foreign Language & how to Learn One written by Edward Trimnell and published by Beechmont Crest Pub. This book was released on 2005 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The first half of this book examines the commercial, social, and political implications of American monolingualism. The second half of the book explores the techniques and tools that a working professional can use to acqure functional skills in a new language."--Back cover.

Dynamics of International Advertising

Author : Barbara Mueller
Publisher : Peter Lang
ISBN 13 : 9781433103841
Total Pages : 382 pages
Book Rating : 4.1/5 (38 download)

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Book Synopsis Dynamics of International Advertising by : Barbara Mueller

Download or read book Dynamics of International Advertising written by Barbara Mueller and published by Peter Lang. This book was released on 2011 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --

Handbook of Foreign Language Communication and Learning

Author : Karlfried Knapp
Publisher : Walter de Gruyter
ISBN 13 : 3110214245
Total Pages : 752 pages
Book Rating : 4.1/5 (12 download)

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Book Synopsis Handbook of Foreign Language Communication and Learning by : Karlfried Knapp

Download or read book Handbook of Foreign Language Communication and Learning written by Karlfried Knapp and published by Walter de Gruyter. This book was released on 2009-12-15 with total page 752 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume focuses on how far the policies, principles and practices of foreign language teaching and learning are, or can be, informed by theoretical considerations and empirical findings from the linguistic disciplines. Part I deals with the nature of foreign language learning in general, while Part II explores issues arising from linguistic, socio-political, cultural and cognitive perspectives. Part III and IV then consider the different factors that have to be taken into account in designing the foreign language subject and the various approaches to pedagogy that have been proposed. Part V finally addresses questions concerning assessment of learner proficiency and the evaluation of courses designed to promote it. Key features: provides a state-of-the-art description of different areas in the context of foreign language communication and learning presents a critical appraisal of the relevance of the field offers solutions to everyday language-related problems with contributions from renowned experts

Symbolic Values of Foreign Language Use

Author : Harald Haarmann
Publisher : Walter de Gruyter
ISBN 13 : 3110868393
Total Pages : 309 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Symbolic Values of Foreign Language Use by : Harald Haarmann

Download or read book Symbolic Values of Foreign Language Use written by Harald Haarmann and published by Walter de Gruyter. This book was released on 2011-09-12 with total page 309 pages. Available in PDF, EPUB and Kindle. Book excerpt: CONTRIBUTIONS TO THE SOCIOLOGY OF LANGUAGE brings to students, researchers and practitioners in all of the social and language-related sciences carefully selected book-length publications dealing with sociolinguistic theory, methods, findings and applications. It approaches the study of language in society in its broadest sense, as a truly international and interdisciplinary field in which various approaches, theoretical and empirical, supplement and complement each other. The series invites the attention of linguists, language teachers of all interests, sociologists, political scientists, anthropologists, historians etc. to the development of the sociology of language.

New Directions for Research in Foreign Language Education

Author : Simon Coffey
Publisher : Routledge
ISBN 13 : 1317201728
Total Pages : 364 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis New Directions for Research in Foreign Language Education by : Simon Coffey

Download or read book New Directions for Research in Foreign Language Education written by Simon Coffey and published by Routledge. This book was released on 2017-10-23 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: New Directions for Research in Foreign Language Education brings together contributions by reputed scholars that examine the challenges, opportunities, and benefits of teaching and learning foreign languages. With a particular focus on languages other than English, the book looks at the socio-political dimension of language learning and teaching and the need to re-theorize multilingualism for our age. The volume includes a range of perspectives, from language teaching as an act of reconciliation to language learning across the lifespan, from innovations in assessment and curriculum to critical appraisals of pedagogy and textbook materials. Each chapter presents a clear case study drawn from diverse contexts to illustrate the different concerns of the contributors. The book is a valuable resource for all students, teachers, teacher educators and researchers who share an interest in researching multilingualism and the different facets of teaching and learning foreign languages.

Discourse Across Languages and Cultures

Author : Carol Lynn Moder
Publisher : John Benjamins Publishing
ISBN 13 : 9789027230782
Total Pages : 378 pages
Book Rating : 4.2/5 (37 download)

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Book Synopsis Discourse Across Languages and Cultures by : Carol Lynn Moder

Download or read book Discourse Across Languages and Cultures written by Carol Lynn Moder and published by John Benjamins Publishing. This book was released on 2004 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume seeks to answers such questions as: how is conscious experience translated into discourse? How are foregrounding and backgrounding accomplished? What is the function of features like lexical choice and referential choice? And many more.

Presentation Zen

Author : Garr Reynolds
Publisher : Pearson Education
ISBN 13 : 0321601890
Total Pages : 316 pages
Book Rating : 4.3/5 (216 download)

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Book Synopsis Presentation Zen by : Garr Reynolds

Download or read book Presentation Zen written by Garr Reynolds and published by Pearson Education. This book was released on 2009-04-15 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: FOREWORD BY GUY KAWASAKI Presentation designer and internationally acclaimed communications expert Garr Reynolds, creator of the most popular Web site on presentation design and delivery on the Net — presentationzen.com — shares his experience in a provocative mix of illumination, inspiration, education, and guidance that will change the way you think about making presentations with PowerPoint or Keynote. Presentation Zen challenges the conventional wisdom of making "slide presentations" in today’s world and encourages you to think differently and more creatively about the preparation, design, and delivery of your presentations. Garr shares lessons and perspectives that draw upon practical advice from the fields of communication and business. Combining solid principles of design with the tenets of Zen simplicity, this book will help you along the path to simpler, more effective presentations.

Captioned Media in Foreign Language Learning and Teaching

Author : Robert Vanderplank
Publisher : Springer
ISBN 13 : 113750045X
Total Pages : 277 pages
Book Rating : 4.1/5 (375 download)

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Book Synopsis Captioned Media in Foreign Language Learning and Teaching by : Robert Vanderplank

Download or read book Captioned Media in Foreign Language Learning and Teaching written by Robert Vanderplank and published by Springer. This book was released on 2016-08-09 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book brings together current thinking on informal language learning and the findings of over 30 years of research on captions (same language subtitles for the deaf and hard-of-hearing) to present a new model of language learning from captioned viewing and a future roadmap for research and practice in this field. Language learners may have normal hearing but they are ‘hard-of-listening’ and find it difficult to follow the rapid or unclear speech in many films and TV programmes. Vanderplank considers whether watching with captions not only enables learners to understand and enjoy foreign language television and films but also helps them to improve their foreign language skills. Captioned Media in Foreign Language Learning and Teaching will be of interest to students and researchers involved in second language acquisition teaching and research, as well as practising language teachers and teacher trainers.

Power in Advertising

Author : William Hurst Richards
Publisher :
ISBN 13 :
Total Pages : 286 pages
Book Rating : 4.3/5 (243 download)

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Book Synopsis Power in Advertising by : William Hurst Richards

Download or read book Power in Advertising written by William Hurst Richards and published by . This book was released on 1915 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Error Correction in the Foreign Language Classroom

Author : Mirosław Pawlak
Publisher : Springer Science & Business Media
ISBN 13 : 3642384366
Total Pages : 297 pages
Book Rating : 4.6/5 (423 download)

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Book Synopsis Error Correction in the Foreign Language Classroom by : Mirosław Pawlak

Download or read book Error Correction in the Foreign Language Classroom written by Mirosław Pawlak and published by Springer Science & Business Media. This book was released on 2013-08-13 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book aims to dispel some of the myths surrounding the place of oral and written error correction in language education by providing an exhaustive and up-to-date account of issues involved in this area, taking the stance that the provision of corrective feedback constitutes an integral part of form-focused instruction. This account places an equal emphasis on the relevant theoretical claims, the most recent research findings and everyday pedagogical concerns, particularly as they apply to the teaching of additional languages in the foreign language setting. The book will be of relevance and significance not only to specialists in the field of second language acquisition, but also to graduate and doctoral students carrying out research in the area of form-focused instruction and error correction. Many parts of the volume will also be of considerable interest and utility to teachers of foreign languages at different educational levels.

Foreign Language Proficiency in Higher Education

Author : Paula Winke
Publisher : Springer
ISBN 13 : 3030010066
Total Pages : 314 pages
Book Rating : 4.0/5 (3 download)

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Book Synopsis Foreign Language Proficiency in Higher Education by : Paula Winke

Download or read book Foreign Language Proficiency in Higher Education written by Paula Winke and published by Springer. This book was released on 2018-12-18 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume comprises of chapters that deal with language proficiency relating to a wide range of language program issues including curriculum, assessment, learners and instructors, and skill development. The chapters cover various aspects of a broad-based proficiency initiative, focusing on numerous aspects of foreign language learning, including how skills develop, how assessments can inform curriculum, how learners and instructors view proficiency and proficiency assessment, and how individual use of technology furthers language learning. The concluding chapter points the way forward for issues and questions that need to be addressed.

Fluent Forever

Author : Gabriel Wyner
Publisher : Harmony
ISBN 13 : 038534810X
Total Pages : 352 pages
Book Rating : 4.3/5 (853 download)

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Book Synopsis Fluent Forever by : Gabriel Wyner

Download or read book Fluent Forever written by Gabriel Wyner and published by Harmony. This book was released on 2014-08-05 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: NATIONAL BESTSELLER • For anyone who wants to learn a foreign language, this is the method that will finally make the words stick. “A brilliant and thoroughly modern guide to learning new languages.”—Gary Marcus, cognitive psychologist and author of the New York Times bestseller Guitar Zero At thirty years old, Gabriel Wyner speaks six languages fluently. He didn’t learn them in school—who does? Rather, he learned them in the past few years, working on his own and practicing on the subway, using simple techniques and free online resources—and here he wants to show others what he’s discovered. Starting with pronunciation, you’ll learn how to rewire your ears and turn foreign sounds into familiar sounds. You’ll retrain your tongue to produce those sounds accurately, using tricks from opera singers and actors. Next, you’ll begin to tackle words, and connect sounds and spellings to imagery rather than translations, which will enable you to think in a foreign language. And with the help of sophisticated spaced-repetition techniques, you’ll be able to memorize hundreds of words a month in minutes every day. This is brain hacking at its most exciting, taking what we know about neuroscience and linguistics and using it to create the most efficient and enjoyable way to learn a foreign language in the spare minutes of your day.

The Language Hoax

Author : John H. McWhorter
Publisher : Oxford University Press
ISBN 13 : 0199361606
Total Pages : 203 pages
Book Rating : 4.1/5 (993 download)

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Book Synopsis The Language Hoax by : John H. McWhorter

Download or read book The Language Hoax written by John H. McWhorter and published by Oxford University Press. This book was released on 2014-04-01 with total page 203 pages. Available in PDF, EPUB and Kindle. Book excerpt: Japanese has a term that covers both green and blue. Russian has separate terms for dark and light blue. Does this mean that Russians perceive these colors differently from Japanese people? Does language control and limit the way we think? This short, opinionated book addresses the Sapir-Whorf hypothesis, which argues that the language we speak shapes the way we perceive the world. Linguist John McWhorter argues that while this idea is mesmerizing, it is plainly wrong. It is language that reflects culture and worldview, not the other way around. The fact that a language has only one word for eat, drink, and smoke doesn't mean its speakers don't process the difference between food and beverage, and those who use the same word for blue and green perceive those two colors just as vividly as others do. McWhorter shows not only how the idea of language as a lens fails but also why we want so badly to believe it: we're eager to celebrate diversity by acknowledging the intelligence of peoples who may not think like we do. Though well-intentioned, our belief in this idea poses an obstacle to a better understanding of human nature and even trivializes the people we seek to celebrate. The reality -- that all humans think alike -- provides another, better way for us to acknowledge the intelligence of all peoples.

Individual Differences in Language Ability and Language Behavior

Author : Charles J Fillmore
Publisher : Academic Press
ISBN 13 : 1483263207
Total Pages : 363 pages
Book Rating : 4.4/5 (832 download)

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Book Synopsis Individual Differences in Language Ability and Language Behavior by : Charles J Fillmore

Download or read book Individual Differences in Language Ability and Language Behavior written by Charles J Fillmore and published by Academic Press. This book was released on 2014-05-10 with total page 363 pages. Available in PDF, EPUB and Kindle. Book excerpt: Individual Differences in Language Ability and Language Behavior is a collection of papers that discusses differences at the center of the study of language, specifically, on the various dimensions of linguistic ability and behavior along which individuals can differ from each other. Papers also review the development of techniques that measure these dimensions in relation to biological, psychological, and cultural parameters. Some papers review individual differences in language study in terms of different perspectives: that of a psychometrician's, of an individualistic's vantage point, and of a psycholinguistic's. Other papers discuss how each individual accesses, uses, and judges his language through fluency, biases, spatial principles, or a linguistic-phonetic mode. Several papers examine individual differences in language acquisition, such as "profile analysis," strategies in acquisition of sounds, second language learning, and duplication of adult language system. A group of papers addresses the biological aspects of language variation. These biological aspects include selective disorders of syntax (agrammatism), selective disorders of lexical retrieval (anomia), and cerebral lateralization effects in language processing. Certain papers explain individual differences in languages using sociolinguistic analysis. The collection is well suited for linguists, ethnologists, psychologists, and researchers whose works involve linguistics, learning, communications, and syntax.