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Theoretical Perspectives

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Foreign Languages in Advertising

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Abstract

This chapter presents concepts, theories, and models that are relevant to understanding foreign languages in advertising. It discusses models of the way languages are processed in the mind: the Revised Hierarchical Model and the Conceptual Feature Model. It also presents socio-communicative theories of language use: the Markedness Model and Communication Accommodation Theory. Finally, it discusses the notion of language attitudes, and it links these attitudes to research in psychology and the humanities on national and ethnic stereotypes. The perspectives discussed in this chapter are important for understanding the three central language strategies distinguished in this book: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity.

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  1. Centre for Language Studies, Radboud University Nijmegen, Nijmegen, The Netherlands

    Jos Hornikx

  2. Centre for Language Studies, Radboud University Nijmegen, Nijmegen, The Netherlands

    Frank van Meurs

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Hornikx, J., van Meurs, F. (2020). Theoretical Perspectives. In: Foreign Languages in Advertising. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-31691-4_2

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