Symbolic Values Of Foreign Language Use

CONTRIBUTIONS TO THE SOCIOLOGY OF LANGUAGE brings to students, researchers and practitioners in all of the social and language-related sciences carefully selected book-length publications dealing with sociolinguistic theory, methods, findings and applications. It approaches the study of language in society in its broadest sense, as a truly international and interdisciplinary field in which various approaches, theoretical and empirical, supplement and complement each other. The series invites the attention of linguists, language teachers of all interests, sociologists, political scientists, anthropologists, historians etc. to the development of the sociology of language.

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.

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.

This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world. ​

"Murakami Haruki is perhaps the best-known and most widely translated Japanese author of his generation. Despite Murakami’s critical and commercial success, particularly in the United States, his role as a mediator between Japanese and American literature and culture is seldom discussed. Bringing a comparative perspective to the study of Murakami’s fiction, Rebecca Suter complicates our understanding of the author’s oeuvre and highlights his contributions not only as a popular writer but also as a cultural critic on both sides of the Pacific. Suter concentrates on Murakami’s short stories—less known in the West but equally worthy of critical attention—as sites of some of the author’s bolder experiments in manipulating literary (and everyday) language, honing cross-cultural allusions, and crafting metafictional techniques. This study scrutinizes Murakami’s fictional worlds and their extraliterary contexts through a range of discursive lenses: modernity and postmodernity, universalism and particularism, imperialism and nationalism, Orientalism and globalization. By casting new light on the style and substance of Murakami’s prose, Suter situates the author and his works within the sphere of contemporary Japanese literature and finds him a prominent place within the broader sweep of the global literary scene."

Kramsch combines insights from linguistics, anthropology and sociology to show how language represents and constructs social reality.

This compilation of several research papers is an important material for those who wish to conduct papers about the English language and literature. The volume contains ten papers about discussions on speech and articulations, phonetics, English language roles in the linguistic landscapes, as well as some Asian fiction and gay language. I have been particularly fortunate to produce and present these papers internationally because of the grants given to me by several offices and institutions. This is my way of sharing these blessings I have received with my students who in turn will be writing their research papers.