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Conclusions and Implications

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Foreign Languages in Advertising

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Abstract

In this book, we have discussed three language strategies in advertising: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity. This final chapter concludes that three key concepts—language attitudes, language-product congruence, and comprehension—are central to the effectiveness of all three language strategies. The chapter ends with a discussion of limitations of the empirical studies reported in the book and of practical implications of the findings for advertisers.

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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). Conclusions and Implications. In: Foreign Languages in Advertising. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-31691-4_7

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  • DOI: https://doi.org/10.1007/978-3-030-31691-4_7

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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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