Welcome to the InfoSci Platform
Reference Hub1
Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective: A Review and Research Agenda

Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective: A Review and Research Agenda

Jos Hornikx, Frank van Meurs
Copyright: © 2017 |Pages: 21
ISBN13: 9781522517931|ISBN10: 1522517936|EISBN13: 9781522517948
DOI: 10.4018/978-1-5225-1793-1.ch043
Cite Chapter Cite Chapter

MLA

Hornikx, Jos, and Frank van Meurs. "Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective: A Review and Research Agenda." Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2017, pp. 952-972. https://doi.org/10.4018/978-1-5225-1793-1.ch043

APA

Hornikx, J. & van Meurs, F. (2017). Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective: A Review and Research Agenda. In I. Management Association (Ed.), Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 952-972). IGI Global. https://doi.org/10.4018/978-1-5225-1793-1.ch043

Chicago

Hornikx, Jos, and Frank van Meurs. "Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective: A Review and Research Agenda." In Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 952-972. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1793-1.ch043

Export Reference

Mendeley
Favorite

Abstract

When targeting consumers on a global scale, companies make strategic use of languages in their advertising campaigns. This chapter presents an overview of theories and research regarding the effectiveness of the use of foreign languages (foreign language display, FLD) in advertising. The aim is to bring together theories and empirical studies from various domains, and to show principled explanations for the effectiveness of FLD from two perspectives. The first, psycholinguistic perspective examines the way in which foreign languages in advertising are mentally processed; the second, sociolinguistic perspective links the foreign language use to characteristics of the country where the foreign language is typically spoken. This chapter presents empirical evidence for the benefits and drawbacks of FLD, and identifies areas for further research.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.