Marketing Identities Through Language Book in PDF, ePub and Kindle version is available to download in english. Read online anytime anywhere directly from your device. Click on the download button below to get a free pdf file of Marketing Identities Through Language book. This book definitely worth reading, it is an incredibly well-written.
Marketing Identities Through Language by E. Martin Pdf
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.
Language and Identities offers a broad survey of our current state of knowledge on the connections between variability in language use and the construction, negotiation, maintenance and performance of identities at different levels - individual, group, regional and national. It brings together over 20 specially commissioned chapters, written by distinguished international scholars, on a range of topics around the language/identity nexus. The collection deals sequentially with identities at various levels, both social and personal. Using detailed, empirical evidence, the chapters illustrate how the multi-layered, dynamic nature of identities is realised through linguistic behaviour. Several chapters in the volume focus on contexts in which we might expect to observe a foregrounding of factors involved in the definition and delimitation of self and other: for example, cases in which identities may be disputed, changing, blurred, peripheral, or imposed. Such a focus on complex contexts allows clearer insight into the identity-making and -marking functions of language. The collection approaches these topics from a range of perspectives, with contributions from sociolinguists, sociophoneticians, linguistic anthropologists, clinical linguists and forensic linguists.
Foreign Languages in Advertising by Jos Hornikx,Frank van Meurs Pdf
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.
Gesine Lenore Schiewer,Jeanette Altarriba,Bee Chin Ng
Author : Gesine Lenore Schiewer,Jeanette Altarriba,Bee Chin Ng Publisher : Walter de Gruyter GmbH & Co KG Page : 974 pages File Size : 51,6 Mb Release : 2023-05-08 Category : Language Arts & Disciplines ISBN : 9783110795486
Language and Emotion. Volume 3 by Gesine Lenore Schiewer,Jeanette Altarriba,Bee Chin Ng Pdf
The Handbook consists of four major sections. Each section is introduced by a main article: Theories of Emotion – General Aspects Perspectives in Communication Theory, Semiotics, and Linguistics Perspectives on Language and Emotion in Cultural Studies Interdisciplinary and Applied Perspectives The first section presents interdisciplinary emotion theories relevant for the field of language and communication research, including the history of emotion research. The second section focuses on the full range of emotion-related aspects in linguistics, semiotics, and communication theories. The next section focuses on cultural studies and language and emotion; emotions in arts and literature, as well as research on emotion in literary studies; and media and emotion. The final section covers different domains, social practices, and applications, such as society, policy, diplomacy, economics and business communication, religion and emotional language, the domain of affective computing in human-machine interaction, and language and emotion research for language education. Overall, this Handbook represents a comprehensive overview in a rich, diverse compendium never before published in this particular domain.
Advertising as Multilingual Communication by H. Kelly-Holmes Pdf
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.
Author : Li Wei Publisher : Walter de Gruyter Page : 281 pages File Size : 50,9 Mb Release : 2010 Category : Language Arts & Disciplines ISBN : 9783110222647
English as a Local Language by Christina Higgins Pdf
When analyzed in multilingual contexts, English is often treated as an entity that is separable from its linguistic environment. It is often the case, however, that multilinguals use English in hybrid and transcultural ways. This book explores how multilingual East Africans make use of English as a local resource in their everyday practices by examining a range of domains, including workplace conversation, beauty pageants, hip hop and advertising. Drawing on the Bakhtinian concept of multivocality, the author uses discourse analysis and ethnographic approaches to demonstrate the range of linguistic and cultural hybridity found across these domains, and to consider the constraints on hybridity in each context. By focusing on the cultural and linguistic bricolage in which English is often found, the book illustrates how multilinguals respond to the tension between local identification and dominant conceptualizations of English as a language for global communication.
Language Planning in Europe by Robert B. Kaplan,Richard B. Baldauf Jr.,Nkonko Kamwangamalu Pdf
This volume focuses on language planning in Cyprus, Iceland and Luxembourg, explaining the linguistic diversity, historical and political contexts and current language situation (including language-in-education planning), the role of the media, the role of religion and the roles of non-indigenous languages. The authors are indigenous to the situations described, and draw on their experience and extensive fieldwork there. The three extended case studies contained in this volume draw together the literature on each of the polities to present an overview of the existing research available, while also providing new research-based information. The purpose of this volume is to provide an up-to-date overview of the language situation in each polity based on a series of key questions, in the hope that this might facilitate the development of a richer theory to guide language policy and planning in other polities where similar issues may arise. This book comprises case studies originally published in the journal Current Issues in Language Planning.
Nikolaos Lavidas,Thomaï Alexiou,Areti Maria Sougari
Author : Nikolaos Lavidas,Thomaï Alexiou,Areti Maria Sougari Publisher : Walter de Gruyter GmbH & Co KG Page : 470 pages File Size : 41,7 Mb Release : 2014-01-31 Category : Language Arts & Disciplines ISBN : 9783110399301
Major Trends in Theoretical and Applied Linguistics 2 by Nikolaos Lavidas,Thomaï Alexiou,Areti Maria Sougari Pdf
In the three volumes of Major Trends in Theoretical and Applied Linguistics, the editors guide the reader through a well-selected compendium of works, presenting a fresh look at contemporary linguistics. Aimed at specialists or anyone interested in languages, this publication deals with both theoretical issues and applied linguistics, looking closely at discourse analysis, gender and lexicography, language acquisition and language disorders.
The Language of Branding by Dawn Lerman,Robert J. Morais,David Luna Pdf
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.
Contemplating Corporate Marketing, Identity and Communication by Klement Podnar,John Balmer Pdf
Since the first International Corporate Identity Group’s symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought. Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate about the advances in corporate marketing, identity and communication. The contributions in this volume examine critically the development of the field and focus for future research in order to encourage cutting-edge scholarship along with practitioner insights. In a field characterized by paradoxes – unity and variety; integration and specialization – the aim is to integrate diverse practices to inspire a more sophisticated approach or theoretical framework. The papers in this volume are both challenging and distinctive.
Critical Discourse Analysis of Chinese Advertisement by Chong Wang Pdf
This book reflects the chronological changes in Chinese cultural values, social relations, economy and politics by critically analyzing the Chinese advertising discourse. The work is based on research into the ideological values portrayed in Chinese household appliance advertisements in the 1980s – 1990s. The analytical framework covers a variety of methods: critical discourse analysis, chronological analysis, visual and verbal analysis, and qualitative and quantitative analysis. The findings suggest that ideological values consciously or unconsciously manifested by the visual and verbal devices in the Chinese advertisements moved in a pattern from simplicity to diversity, from being politically-oriented to being economically and profit-oriented, from conservatism to globalization and westernization, in keeping with the progression of the Chinese economic reform. The findings further indicate that the ideological values in the Chinese household appliance advertisements are embedded in the advertising language and illustrations. Lastly, the work reveals the reality of Chinese politics, economy and society at a time when China experienced the growth of the market economy and evolution of Chinese mainstream ideologies, and demonstrates the impacts of these changes on the ideological meanings in advertisements. This book will help readers discover the more profound meanings behind the superficial content of Chinese advertisements.
Multilingualism in Public Spaces by Robert Blackwood,Deirdre A. Dunlevy Pdf
Advocates of multilingualism are always seeking new ways to articulate the advantages inherent in living out life in more than one language. This volume brings together researchers from across Europe to explore sociolinguistic perspectives on multilingualism, with specific emphasis on identity, diversity, and social cohesion, as they focus explicitly on the potential of this phenomenon to empower individuals, groups, and communities. Positioned around the idea of empowerment, this book explores the potential of multilingualism to overcome divisions and build social cohesion. In particular, chapters discuss how multilingualism can help the individual to become critically conscious and to develop an in-depth understanding of the world, while also benefiting society as whole. Understanding 'public space' in broad terms, including domains such as education, online, and the linguistic landscape, this volume explores how multilingualism can empower people from a range of perspectives, including memorialisation, onomastics, direct action, linguistic rights, migration, and educational play.
Author : Cecil L. Nelson,Zoya G. Proshina,Daniel R. Davis Publisher : John Wiley & Sons Page : 919 pages File Size : 54,9 Mb Release : 2019-11-22 Category : Language Arts & Disciplines ISBN : 9781119147268
The Handbook of World Englishes by Cecil L. Nelson,Zoya G. Proshina,Daniel R. Davis Pdf
The definitive reference work on World Englishes—fully revised, expanded, and updated The Handbook of World Englishes is a collection of articles on the cross-cultural and transnational linguistic convergence and change of the English language. Now in its second edition, this Handbook brings together multiple theoretical, contextual, and ideological perspectives, and offers new interpretations of the changing identities of world Englishes (WE) speakers and examines the current state of the English language across the world. Thematically integrated contributions from leading scholars and researchers explore the expansion, modification, and adaptation of English in various settings and discuss the role of English in local, regional, and global contexts. This highly regarded text has been fully updated throughout the new edition to reflect the current conditions, contexts, and functions of major varieties of English across the world. Significant revisions to topics—such as an overview of the varieties of modern world Englishes and the First Diaspora in Wales and Ireland—reflect expanded scholarship in the field and new directions of research. Each chapter from the first edition has been updated in content and citations, while 11 new chapters cover subjects including world Englishes testing and Postcolonial theory, as well as world Englishes in South America, Russia, Africa, China, Southeast Asia, the United States, and Canada. Examines both traditional and contemporary perspectives on World Englishes Written by international authors, experts in their respective fields Emphasizes the historical development of the English language through a series of diasporas Highlights research into a wide range of sociolinguistic contexts and processes including code switching, newly established WE varieties, and new data on Chinese and Russian Englishes Explores future directions in WE research, development, and application The Handbook of World Englishes is an essential resource for academics, researchers, practitioners, and advanced students in fields including applied linguistics, language teaching, the history of the English language, world literatures, and related social and language sciences.
