At the end of the course the student will be able to:
- Understand why foreign languages are used in advertising from the perspective of consumer culture positioning;
- Describe the relevant concepts, theories, and models relevant to the understanding of foreign languages in advertising;
- Explain what factors determine the effectiveness of foreign language use;
- Analyse and evaluate the use of foreign languages in real-life advertising
In advertising, consumers are often confronted with a language that is not their mother tongue. While it is common to see English in advertising, other languages are also employed – even in countries where the targeted audience cannot read let alone understand these languages. The present course addresses fundamental questions about how and why brands use foreign languages in advertising, and about how and why these languages can be effective to consumers. It integrates insights from applied linguistics with theories and findings from international marketing and advertising.