LIBROS DEL AUTOR: jos hornikx

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  • Foreign Languages in Advertising
    Frank van Meurs / 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)....
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    120,65 €