Foreign Languages in Advertising

Discover the fascinating interplay between language and marketing in "Foreign Languages in Advertising" by Jos Hornikx. Published by Springer Nature Switzerland AG in 2021, this insightful paperback spans 253 pages and delves into consumer culture positioning strategies in advertising. Hornikx presents three compelling language strategies: using foreign languages to evoke a sense of foreignness, employing English to emphasize global appeal, and utilizing local languages to resonate with specific ethnic groups, such as Spanish for the Hispanic community in the USA. This book is essential for marketers, advertisers, and anyone interested in the nuances of language in commerce. Enhance your understanding of how language influences consumer perceptions and behaviors in today's global market.