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“An impressive integration of research in the use of foreign, or multiple, languages in marketing communications. This work is essential reading for scholars who are interested in conducting research in the area. It provides a global view of the field, including the major conceptual frameworks and empirical findings to date.” -- David Luna, University of Central Florida, USA 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. Jos Hornikx is Associate Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands. Frank van Meurs is Assistant Professor in the Department of Language and Communication and the Centre for Language Studies, Radboud University Nijmegen, Netherlands.

Language and languages in advertising. --- Advertising --- Sociolinguistics. --- Applied linguistics. --- Psycholinguistics. --- Multilingualism. --- Marketing. --- Globalization. --- Markets. --- Applied Linguistics. --- Emerging Markets/Globalization. --- Public markets --- Commerce --- Fairs --- Market towns --- Global cities --- Globalisation --- Internationalization --- International relations --- Anti-globalization movement --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Plurilingualism --- Polyglottism --- Language and languages --- Language, Psychology of --- Psychology of language --- Speech --- Linguistics --- Psychology --- Thought and thinking --- Language and society --- Society and language --- Sociology of language --- Language and culture --- Sociology --- Integrational linguistics (Oxford school) --- Marketing --- Psychological aspects --- Social aspects --- Sociological aspects --- Advertising. Public relations --- Pragmatics --- Sociolinguistics

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"This book is designed to be an additional tool to provide information and to suggest ways to deal with pressures and work demands, because stress levels are still on the rise. We believe that through information - and here you will be able to find the experience and opinions of recognized professionals in this area - workers will be able to live better and more balanced lives. According to the American Institute of Stress (AIS), job stress is far and away the primary source of stress for American adults. The relationship between job stress and heart attacks, hypertension, and other disorders is well understood. Further, the cost of job stress in the United States is estimated to be over $300 billion due to outcomes such as accidents, turnover, and lost productivity. Perhaps the most consistent findings connecting job stress to health outcomes confirm that employees who perceive a high level of job demands without the appropriate control over job demands are at an increased risk for cardiovascular disease. In Brazil, the loss is estimated at 3.5% of the Gross Domestic Product per year. Occupational diseases are related to the activities performed by workers and to working conditions and can trigger new or worsen already existing symptoms. Proper diagnosis and relevant information are essential for managers and workers to become aware of stressors and to take efficient measures to manage stress. Although quality of life is the responsibility of every individual, companies will definitely be able to benefit from the implementation of preventive actions, thus avoiding to pay a high price as a result of absenteeism, sick leaves, and drops in productivity and low work quality"--

Job stress --- Quality of work life --- Psychology, Industrial --- Brazil. --- United States. --- E-books