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Foreign Languages in Advertising - Linguistic and Marketing Perspectives | Jos Hornikx

Published: October 9, 2021

This book presents a comprehensive account of the use of foreign languages in advertising, presenting three language strategies: foreign language display to express foreignness, English to highlight globalness and local language to appeal to ethnicity.

Source: palgrave.com

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United StatesCommunication Accommodation TheoryConceptual Feature ModelMarkedness ModelRevised Hierarchical Model