In Arabic, English or a mix? Egyptian consumers’ response to language choice in product advertisements, and the role of language attitudes
| Autor: | Hooft, A.P.J.V. van, Meurs, F. van, Spierts, D., Eisend, M., Zabkar, V. |
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| Přispěvatelé: | Eisend, M., Zabkar, V. |
| Rok vydání: | 2017 |
| Předmět: |
Value (ethics)
050101 languages & linguistics Arabic media_common.quotation_subject Advances in Advertising Research 05 social sciences Non-nativeness in Communication 050801 communication & media studies Advertising 06 humanities and the arts Art Linguistics language.human_language Language & Communication Language choice 0508 media and communications language 0501 psychology and cognitive sciences Product (category theory) Official language Semantic differential media_common |
| Zdroj: | Eisend, M.; Zabkar, V. (ed.), Advances in advertising research VIII. Challenges in an age of dis-engagement, pp. 139-153 Advances in Advertising Research VIII ISBN: 9783658187309 Advances in Advertising Research ; VIII, 139-153. Wiesbaden : Springer Gabler STARTPAGE=139;ENDPAGE=153;TITLE=Advances in Advertising Research ; VIII |
| DOI: | 10.1007/978-3-658-18731-6_11 |
| Popis: | English is used extensively in advertising in countries where it is not an official language (Gerritsen et al., 2007; Piller, 2003). One of the reasons advertisers use English is the assumption that this language has a symbolic value for consumers (Kelly-Holmes, 2000; 2005). |
| Databáze: | OpenAIRE |
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