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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 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.
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.
Book Synopsis Marketing Identities by : David A. Brenner
Download or read book Marketing Identities written by David A. Brenner and published by Wayne State University Press. This book was released on 1998 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
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 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.
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 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 SOCIOLINGUISTICS OF MARKETING by : HELEN. KELLY-HOLMES
Download or read book SOCIOLINGUISTICS OF MARKETING written by HELEN. KELLY-HOLMES and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Language, this book argues, is political from top to bottom, whether considered at the level of an individual speaker's choice of language or style of discourse with others (where interpersonal politics are performed), or at the level of political rhetoric, or indeed all the way up to the formation of national languages. By bringing together this set of topics and highlighting how they are interrelated, the book will function well as a textbook on any applied or sociolinguistic course in which some or all of these various aspects of the politics of language are covered.
Book Synopsis Language and Politics by : John E. Joseph
Download or read book Language and Politics written by John E. Joseph and published by Edinburgh University Press. This book was released on 2006-06-21 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: Language, this book argues, is political from top to bottom, whether considered at the level of an individual speaker's choice of language or style of discourse with others (where interpersonal politics are performed), or at the level of political rhetoric, or indeed all the way up to the formation of national languages. By bringing together this set of topics and highlighting how they are interrelated, the book will function well as a textbook on any applied or sociolinguistic course in which some or all of these various aspects of the politics of language are covered.
The language we use forms an important part of our sense of who we are - of our identity. This book outlines the relationship between our identity as members of groups - ethnic, national, religious and gender - and the language varieties important to each group. What is a language? What is a dialect? Are there such things as language 'rights'? Must every national group have its own unique language? How have languages, large and small, been used to spread religious ideas? Why have particular religious and linguistic 'markers' been so central, singly or in combination, to the ways in which we think about ourselves and others? Using a rich variety of examples, the book highlights the linkages among languages, dialects and identities, with special attention given to religious, ethnic and national allegiances.
Book Synopsis Language and Identity by : John Edwards
Download or read book Language and Identity written by John Edwards and published by Cambridge University Press. This book was released on 2009-09-17 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: The language we use forms an important part of our sense of who we are - of our identity. This book outlines the relationship between our identity as members of groups - ethnic, national, religious and gender - and the language varieties important to each group. What is a language? What is a dialect? Are there such things as language 'rights'? Must every national group have its own unique language? How have languages, large and small, been used to spread religious ideas? Why have particular religious and linguistic 'markers' been so central, singly or in combination, to the ways in which we think about ourselves and others? Using a rich variety of examples, the book highlights the linkages among languages, dialects and identities, with special attention given to religious, ethnic and national allegiances.
The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
Book Synopsis Handbook of Research on Identity Theory in Marketing by : Americus Reed II
Download or read book Handbook of Research on Identity Theory in Marketing written by Americus Reed II and published by Edward Elgar Publishing. This book was released on 2019-12-27 with total page 496 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
This book explores the instrumentality of language in constructing identity in contemporary society. The processes of globalization, hyper-mobility, rapid urbanization, and the increasing desire of local populations to be linked to the global community have created a pressing need to reconfigure identity in this new world order. Following the digital revolution, both traditional and new media are dissolving linguistic boundaries. The centrality of language in organizing communities and groups cannot be overstated: our social order is developed alongside our linguistic allegiance, shared narratives, collective memories, and common social history. Keeping in mind the fluidity of identity, the book brings together fourteen chapters providing cultural and social perspectives. The ideas reflected here draw on a range of disciplines, such as psychology, sociology, anthropology, cultural studies, the politics of language, and linguistic identity.
Book Synopsis Language, Identity and Contemporary Society by : Rajesh Kumar
Download or read book Language, Identity and Contemporary Society written by Rajesh Kumar and published by Cambridge Scholars Publishing. This book was released on 2018-11-30 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores the instrumentality of language in constructing identity in contemporary society. The processes of globalization, hyper-mobility, rapid urbanization, and the increasing desire of local populations to be linked to the global community have created a pressing need to reconfigure identity in this new world order. Following the digital revolution, both traditional and new media are dissolving linguistic boundaries. The centrality of language in organizing communities and groups cannot be overstated: our social order is developed alongside our linguistic allegiance, shared narratives, collective memories, and common social history. Keeping in mind the fluidity of identity, the book brings together fourteen chapters providing cultural and social perspectives. The ideas reflected here draw on a range of disciplines, such as psychology, sociology, anthropology, cultural studies, the politics of language, and linguistic identity.
Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places. The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities. Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.
Book Synopsis Marketing and Consumer Identity in Multicultural America by : Marye C. Tharp
Download or read book Marketing and Consumer Identity in Multicultural America written by Marye C. Tharp and published by SAGE Publications, Incorporated. This book was released on 2001-02-06 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt: Massive demographic upheavals are changing the societal identities of American consumers and disrupting the effectiveness of traditional marketing techniques. The so-called mass market is dissolving into smaller groups of consumers who express distinctive ethnic, age-related, or lifestyle values by what they buy and how they buy it. Consumers in different subcultures speak different languages, read different magazines, watch different networks on TV, and buy in different places. The lesson for marketers is clear -- a single marketing campaign may no longer effectively reach a broad spectrum of consumers. Marketers and advertisers hoping to attract large numbers of American consumers must build relationships by mirroring the values and multiple identities of various groups. Marketers need tools to link their efforts to consumers within several subculture communities. Marketing and Consumer Identity in Multicultural America presents strategies and tools for marketers seeking to reach these emerging subcultures. Chapter 1 introduces the phenomenon of multiculturalism in America and its impact on marketing. Chapter 2 introduces the seven key shifts from traditional thinking that marketers must make to thrive in a multicultural world (e.g., from "market segmentation" to "market identification"). Chapters 3 through 7 profile five key subculture groups -- the elderly, Latinos, African Americans, gays and lesbians, and Asian Americans. Chapter 8 profiles several emerging groups, and chapter 9 is a comprehensive summary of marketing attitudes and techniques that are critical to success in this new multicultural environment.
