Sociolinguistics Of Marketing
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Author |
: HELEN. KELLY-HOLMES |
Publisher |
: |
Total Pages |
: |
Release |
: |
ISBN-10 |
: 1138123250 |
ISBN-13 |
: 9781138123250 |
Rating |
: 4/5 (50 Downloads) |
Synopsis SOCIOLINGUISTICS OF MARKETING by : HELEN. KELLY-HOLMES
Author |
: Jos Hornikx |
Publisher |
: Springer Nature |
Total Pages |
: 263 |
Release |
: 2019-12-17 |
ISBN-10 |
: 9783030316914 |
ISBN-13 |
: 3030316912 |
Rating |
: 4/5 (14 Downloads) |
Synopsis Foreign Languages in Advertising by : Jos Hornikx
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.
Author |
: Management Association, Information Resources |
Publisher |
: IGI Global |
Total Pages |
: 1838 |
Release |
: 2017-01-06 |
ISBN-10 |
: 9781522517948 |
ISBN-13 |
: 1522517944 |
Rating |
: 4/5 (48 Downloads) |
Synopsis Advertising and Branding: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Author |
: Yeonkwon Jung |
Publisher |
: Springer Nature |
Total Pages |
: 167 |
Release |
: 2022-04-21 |
ISBN-10 |
: 9789811900518 |
ISBN-13 |
: 9811900515 |
Rating |
: 4/5 (18 Downloads) |
Synopsis Sociolinguistics and Business Talk by : Yeonkwon Jung
This book delivers essential skills in “spoken” professional communications, presenting theoretical and applied frameworks for business talk using English as a lingua franca. Adopting a role-playing approach mimicking various professional settings, it assesses the strength of the well-reasoned argument, the logical links that convince the audience of the coherence of the speaker’s argument and the necessary linguistics competencies. This book centers on a variety of situations that commonly take place in business organizations (such as relational talk; call center talk; job application talk) and addresses key skills such as conflict resolution and collaborative problem solving through communication, which are key for both students and practitioners. In addition it analyses spoken business discourse data with the four main sources of communicative competence: grammatical competence, discourse competence, sociolinguistic competence and strategic competence in order to highlight how they are used in business speaking practices.
Author |
: E. Martin |
Publisher |
: Springer |
Total Pages |
: 300 |
Release |
: 2005-11-30 |
ISBN-10 |
: 9780230511903 |
ISBN-13 |
: 0230511902 |
Rating |
: 4/5 (03 Downloads) |
Synopsis Marketing Identities Through Language by : E. Martin
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.
Author |
: Dawn Lerman |
Publisher |
: Routledge |
Total Pages |
: 165 |
Release |
: 2017-12-14 |
ISBN-10 |
: 9781136494321 |
ISBN-13 |
: 1136494324 |
Rating |
: 4/5 (21 Downloads) |
Synopsis The Language of Branding by : Dawn Lerman
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.
Author |
: Epure, Manuela |
Publisher |
: IGI Global |
Total Pages |
: 359 |
Release |
: 2018-09-28 |
ISBN-10 |
: 9781522557791 |
ISBN-13 |
: 1522557792 |
Rating |
: 4/5 (91 Downloads) |
Synopsis The Role of Language and Symbols in Promotional Strategies and Marketing Schemes by : Epure, Manuela
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.
Author |
: H. Kelly-Holmes |
Publisher |
: Springer |
Total Pages |
: 221 |
Release |
: 2016-01-11 |
ISBN-10 |
: 9780230503014 |
ISBN-13 |
: 0230503012 |
Rating |
: 4/5 (14 Downloads) |
Synopsis Advertising as Multilingual Communication by : H. Kelly-Holmes
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 |
: Marco Santello |
Publisher |
: Routledge |
Total Pages |
: 103 |
Release |
: 2016-08-05 |
ISBN-10 |
: 9781315392578 |
ISBN-13 |
: 1315392577 |
Rating |
: 4/5 (78 Downloads) |
Synopsis Advertising and Multilingual Repertoires by : Marco Santello
Advertising and Multilingual Repertoires provides an introduction to the linguistic processes involved in advertising discourse and explores the interconnections between advertising and multilingualism from an applied linguistic perspective.
Author |
: Niloofar Haeri |
Publisher |
: |
Total Pages |
: 271 |
Release |
: 1995 |
ISBN-10 |
: OCLC:748993755 |
ISBN-13 |
: |
Rating |
: 4/5 (55 Downloads) |
Synopsis The Sociolinguistic Market of Cairo by : Niloofar Haeri