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English as a Global Language

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Foreign Languages in Advertising

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Abstract

This chapter deals with the second language strategy distinguished in this book: the use of English to highlight globalness. It presents content analyses showing that English is widely used in advertising across the world, and experiments and surveys showing that English evokes globalness associations, relating to three subdimensions: modernity, success, and internationalness. Finally, the chapter systemically reviews experiments testing the effects of using English in advertising on consumer perceptions of modernity, success, and internationalness.

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Authors and Affiliations

  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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  1. Jos Hornikx
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Correspondence to Jos Hornikx .

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Hornikx, J., van Meurs, F. (2020). English as a Global Language. In: Foreign Languages in Advertising. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-31691-4_4

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  • DOI: https://doi.org/10.1007/978-3-030-31691-4_4

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  • Publisher Name: Palgrave Macmillan, Cham

  • Print ISBN: 978-3-030-31690-7

  • Online ISBN: 978-3-030-31691-4

  • eBook Packages: Social SciencesSocial Sciences (R0)

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