Marketing Identities Through Language
DOWNLOAD
READ ONLINE
Download Marketing Identities Through Language PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Marketing Identities Through Language book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages. If the content not found or just blank you must refresh this page
Marketing Identities Through Language
DOWNLOAD
READ ONLINE
Author : E. Martin
language : en
Publisher: Springer
Release Date : 2005-11-30
Marketing Identities Through Language written by E. Martin and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-11-30 with Business & Economics categories.
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.
Sociolinguistics Of Marketing
DOWNLOAD
READ ONLINE
Author : HELEN. KELLY-HOLMES
language : en
Publisher:
Release Date :
Sociolinguistics Of Marketing written by HELEN. KELLY-HOLMES and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.
Foreign Languages In Advertising
DOWNLOAD
READ ONLINE
Author : Jos Hornikx
language : en
Publisher: Springer Nature
Release Date : 2019-12-17
Foreign Languages In Advertising written by Jos Hornikx and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-12-17 with Language Arts & Disciplines categories.
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.
Research Companion To Language And Country Branding
DOWNLOAD
READ ONLINE
Author : Irene Theodoropoulou
language : en
Publisher: Routledge
Release Date : 2020-11-16
Research Companion To Language And Country Branding written by Irene Theodoropoulou and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-16 with Foreign Language Study categories.
Research Companion to Language and Country Branding brings together entirely new interdisciplinary research conducted by scholars working on various sociolinguistic, semiotic, anthropological and discursive analytical aspects of country branding all over the world. Branding is a process of identity construction, whereby countries gain visibility and put themselves on the world map as distinctive entities by drawing on their history, culture, economy, society, geography, and their people. Through branding, countries aim not only at establishing their uniqueness but also, and perhaps most importantly, at attracting tourism, investments, high quality human capital, as well as at forging financial, military, political and social alliances. Against this backdrop, this volume explores how countries and regions imagine and portray others and themselves in terms of gender, ethnicity, and diversity today as well as the past. In this respect, the book examines how branding differs from other, related policies and practices, such as nation building, banal nationalism, and populism. This volume is an essential reference for students, researchers, and practitioners with an interest in country, nation, and place branding processes.
The Language Of Branding
DOWNLOAD
READ ONLINE
Author : Dawn Lerman
language : en
Publisher: Routledge
Release Date : 2017-12-14
The Language Of Branding written by Dawn Lerman and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-14 with Business & Economics categories.
The Language of Branding: Theory, Strategies and Tactics shows marketers how to use language successfully to improve brand value and influence consumer behavior. Luna and Lerman are among only a few researchers who take a multidisciplinary perspective on the ways language influences how consumers act. Together with Morais, an anthropologist engaged in market research, they show how understanding the power of language can impact the essence – and sales – of a brand. The book covers the fundamentals of brand language and applications for an array of marketing initiatives. Readers will learn why brand language matters, how language is used in marketing, and how to build a brand strategy that capitalizes on the richness and complexity of language. This book includes real-world case histories that demonstrate vividly how brand language is created and exercises that enable both students of marketing and marketing professionals to apply the book’s concepts and stimulate class discussion. The Language of Branding: Theory, Strategies and Tactics can be used in a number of courses, including consumer behavior, branding, advertising, linguistics, and communications.
Advertising As Multilingual Communication
DOWNLOAD
READ ONLINE
Author : H. Kelly-Holmes
language : en
Publisher: Springer
Release Date : 2016-01-11
Advertising As Multilingual Communication written by H. Kelly-Holmes and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-11 with Business & Economics categories.
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.
Identity Constructions In Bilingual Advertising
DOWNLOAD
READ ONLINE
Author : Songqing Li
language : en
Publisher: Routledge
Release Date : 2018-09-03
Identity Constructions In Bilingual Advertising written by Songqing Li and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-03 with Language Arts & Disciplines categories.
This is the first book-length study of identity constructions in relation to English as a contact language in advertising of non-English-speaking countries through a critical and interpretive lens. Instead of simply presuming the role of the English language may have in constructing identities within the multimodal advertisement, this book aims to explore ethnographically the ideological underpinnings of identity constructions in the context of local politics of English. It studies the varying degrees of the contribution of the English language and its possible roles in bilingual advertising, unravels the ideological dimensions of the language as well as identity and explains the sociocultural forms and meanings of identity. To this end, it develops a new critical-cognitive approach, bringing together recent advances in English as a global language, critical sociolinguistics, multilingual studies and multimodal discourse analysis. By delving into the cognitive process of identity constructions, it provides an evidence-based account of the roles of English, and it illustrates the interconnections between identities and local politics of English. This interdisciplinary book will be of interest to scholars and students in bilingualism, multilingualism, discourse analysis, English as a global language, multimodality, advertising and marketing.
Trans National English In Social Media Communities
DOWNLOAD
READ ONLINE
Author : Jennifer Dailey-O’Cain
language : en
Publisher: Springer
Release Date : 2017-06-28
Trans National English In Social Media Communities written by Jennifer Dailey-O’Cain and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-06-28 with Language Arts & Disciplines categories.
This book explores the use of English within otherwise local-language conversations by two continental European social media communities. The analysis of these communities serves not only as a comparison of online language practices, but also as a close look at how globalization phenomena and ‘international English’ play out in the practices of everyday life in different non-English-speaking countries. The author concludes that the root of the distinctive practices in the two communities studied is the disparity between their language ideologies. She argues that community participants draw on their respective national language ideologies, which have developed over centuries, but also reach beyond any static forms of those ideologies to negotiate, contest, and re-evaluate them. This book will be of interest to linguists and other social scientists interested in social media, youth language and the real-world linguistic consequences of globalization.
Marketing Identities
DOWNLOAD
READ ONLINE
Author : David A. Brenner
language : en
Publisher: Wayne State University Press
Release Date : 1998
Marketing Identities written by David A. Brenner and has been published by Wayne State University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Germany categories.
Marketing Identities analyzes how Ost und West (East and West), the first Jewish magazine (1901-1923) published in Berlin by westernized Jews originally from Eastern Europe, promoted ethnic identity to Jewish audiences in Germany and throughout the world. Using sophisticated techniques of modern marketing, such as stereotyping, the editors of this highly successful journal attempted to forge a minority consciousness. Marketing Identities is thus about the beginnings of "ethnicity" as we know it in the late twentieth century. An interdisciplinary study, Marketing Identities illuminates present-day discussions in Europe and the Americas regarding the experience and self-understanding of minority groups and combines media and cultural studies with German and Jewish history.
Understanding Branding In Higher Education
DOWNLOAD
READ ONLINE
Author : Anthony Lowrie
language : en
Publisher: Springer
Release Date : 2017-10-25
Understanding Branding In Higher Education written by Anthony Lowrie and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-25 with Education categories.
This book provides a critical theory of branding in higher education. The author argues for a higher education for all and positions higher education as a human right necessary for the well-being of citizens and democracy. Firstly, the book introduces the concept of desire as an underpinning for brand theory. The author then uses an explication of the concept of relevance linked with desire to further our understanding of higher education as an emancipatory project. Chapter 4 explores brand identity, which is shown to be a retroactive investment of naming. Mathemes are used to illustrate the theory of naming in identity formation. Finally, the author also examines the idea of the liberal arts and provides an ethnographic and critical discourse analysis of the liberal arts college.