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Extensions and Complexities

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Foreign Languages in Advertising

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Abstract

In this chapter, we extend our discussion of foreign languages in advertising to related phenomena. It reviews studies on foreign accents in advertising, on foreign languages on product packaging and on foreign languages in the linguistic landscape. We also discuss important complexities relating to foreign languages in advertising. These include the relationship between the use of English as a global language and the standardization-adaptation debate and the effects of ethnic language on consumers outside the target group. As a final complexity, we discuss critical views on the use of foreign languages in advertising, which argue that such foreign language use functions as mock language and reductive stereotyping.

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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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  1. Jos Hornikx
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Hornikx, J., van Meurs, F. (2020). Extensions and Complexities. In: Foreign Languages in Advertising. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-31691-4_6

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