Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective

Author(s):  
Jos Hornikx ◽  
Frank van Meurs

When targeting consumers on a global scale, companies make strategic use of languages in their advertising campaigns. This chapter presents an overview of theories and research regarding the effectiveness of the use of foreign languages (foreign language display, FLD) in advertising. The aim is to bring together theories and empirical studies from various domains, and to show principled explanations for the effectiveness of FLD from two perspectives. The first, psycholinguistic perspective examines the way in which foreign languages in advertising are mentally processed; the second, sociolinguistic perspective links the foreign language use to characteristics of the country where the foreign language is typically spoken. This chapter presents empirical evidence for the benefits and drawbacks of FLD, and identifies areas for further research.

2017 ◽  
pp. 952-972 ◽  
Author(s):  
Jos Hornikx ◽  
Frank van Meurs

When targeting consumers on a global scale, companies make strategic use of languages in their advertising campaigns. This chapter presents an overview of theories and research regarding the effectiveness of the use of foreign languages (foreign language display, FLD) in advertising. The aim is to bring together theories and empirical studies from various domains, and to show principled explanations for the effectiveness of FLD from two perspectives. The first, psycholinguistic perspective examines the way in which foreign languages in advertising are mentally processed; the second, sociolinguistic perspective links the foreign language use to characteristics of the country where the foreign language is typically spoken. This chapter presents empirical evidence for the benefits and drawbacks of FLD, and identifies areas for further research.


2016 ◽  
Vol 79 (5) ◽  
Author(s):  
Gesa Singer

Stereotypes are often based on concepts of mentalities and ‘images of the self’ and the ‘other’. This is the way they appear in language. In modern didactics of foreign language the focus is mostly set on cultural contrast. Meanwhile a more profound analysis and reflexion on stereotypes is lacking. This piece of work intends to illustrate, based on practical examples (in German as a foreign language), how the use of literature can contribute to a critical and productive work and discussion on stereotypes. Recent research on intercultural didactics of foreign languages as well as empirical studies are applied in this part of a model concept of teaching literature through dialogue and interaction. Students learn to comment thoughtfully on ‘self’ and ‘foreign’ imagery. It is, from here on, a didactical proposal for different intercultural settings.


2020 ◽  
Vol 1 (1) ◽  
Author(s):  
Muhammad Adek ◽  
Lilia Zahra Asifa

Indonesia is one of the countries that has implemented a bilingual education program through English lessons since entry level. Therefore, this study aims to describe the effect of bilingual education on children’s language used. The object of research is a novel entitled 25 Beautiful Friendship by Annisa Zhahrotushama Balqis. Data description is managed by showing facts related to the influence of bilingualism (foreign language) on the language used by the author in her novel, such as giving names of titles, characters, places, food items, events and others. Based on the findings and results of the analysis above, it can be concluded that the massive teaching of foreign languages such as English into basic-level education has a significant impact on the way children convey their feelings and experiences in verbal communication.


Neofilolog ◽  
2018 ◽  
pp. 29-43
Author(s):  
Maciej Smuk

Beliefs reflect the way we think about different issues, attitudes and behaviours. Many of them are wrong, or – at best – simplified. Beliefs also relate to the didactics of foreign languages. This paper discusses the qualities, sources and consequences of these beliefs and presents the results of research conducted on a group of 434 students regarding beliefs among other individual variables and the process of learning a foreign language.


1977 ◽  
Vol 3 ◽  
pp. 87-96 ◽  
Author(s):  
G.L.J. Nas

The Threshold Level model: a mirror of language use. This paper investigates the speaking and listening potential of a foreign language user of the proposed Threshold Level. Van Ek 1975 serves as the main source of information for this study. In order to carry out this investigation the following procedure vas adopted: 1. for each topic listed in chapter 8 of van Ek 1975 it was determined what course a conversation on that topic was likely to take. 2. subsequently van Ek 1975 was consulted to find out if the words and structures needed for these imaginary conversations would be available to a Threshold Level speaker. If a word could not be found in the lists of words it was paraphrased and the words needed for that paraphrase also looked up in van Ek 1975. 3. for the remaining words listed under each topic in van Ek 1975 it was determined what possible use a Threshold Level speaker could make of them in a conversation on that topic. Some examples of results of this procedure are given. These examples show that Threshold Level speakers will be able to begin a conversation on a topic but will not be capable of carrying on such a conversation. From this it is concluded that there is a clash between one of the main objectives of the Threshold Level ( the objective of Threshold Level speakers being able to carry on a conversation in the foreign language) and the linguistic means provided for it. Some other examples are given to show that in developing the model no effective account has been taken of the situations in which a Threshold Level language user will have to figure as a listener. The rest of the examples quoted from van Ek 1975 serve to show that a Threshold Level speaker will probably be able to: 1. speak in clichés when engaged in activities connected with tourism or 'going out' (buying tickets, making hotel reservations, asking the way etc.). 2. give some factual information about himself (age, family, job, home etc.).


2018 ◽  
Vol 5 (2) ◽  
pp. 57
Author(s):  
Thara Mahmoud Ali Al-oglah

The teaching and learning of a specific language whether it's considered foreign or second, has changed throughoutthe years. It began to transfer from a setting where the teacher was the basic and the role model into a setting wherethe learner would become the center or the focus. If we take in consideration all of these findings, methods, andapproaches, in addition to the experiences which were created and further emphasized in an environment wherelearning will take place. Then this language would be used anywhere to create a sense of engagement. Particularly, incertain tasks which are of communicative nature while focusing on the interactive aspect. There had been a change inthe way foreign languages came to be taught. That is, from the way the foreign language would be specified to acertain approach where we would calculate the competence and the performance of a learner. This has led to a shiftfrom the tutor being the figure of authority, the specialized person, and the role model into the facilitator where hewould guide students in the learning process to bring about change. The enhancements of today's time tend to focuson social media in addition to the current research being carried out. Moreover, public pedagogy is also veryimportant and always creates a path towards constructing, bettering and increasing the level of competence of thelearner when acquiring a specific language.


enadakultura ◽  
2021 ◽  
Author(s):  
Nana Shavtvaladze

The interest towards studying Georgian, as a foreign language, has been highly established in our century. This interest was stated much earlier as well, which became a reason of publishing the Georgian Language learning materials. It needs to be indicated, that many foreign people have showed interest in speaking Georgian language during past two decades. Teaching Georgian as a foreign language is much more different than teaching Georgian as a second language. Several textbooks have been published past several years. It needs a huge work to create a textbook, especially for the Georgian language. There are many books to study foreign languages, which are tested and result oriented. Nowadays we clearly see that there`s no problem to find new materials and attitudes by using internet sources. Having got introduced to other languages` learning materials, many authors desired, with a belief in themselves, to create textbooks for teaching ‘’Georgian, as a Foreign Language”. Every author has a different attitude, which leads us to a diversity of choices and competitions. Even if there are many resources, paths of learning, methods and strategies shared among people, should be admitted that the structure of the language and methodological approaches must be considered, otherwise, the result won`t be achieved. In order to declare the level of mastering the language, the authors have been using a book “Description of the levels of Georgian language” published by Marika Odzeli in 2006. It`s highly appreciated that the parliament passed a resolution №394 to affirm the terms of Georgian Literature Language. Appendix 4 generally describes the levels of Georgian Language. This official document is very encouraging; It is a support for the indicators and proofs of the Georgian language evaluation. It gives an opportunity to declare the compliance of the materials, textbooks, results in accordance with the language. Main goal of the textbooks must be determined; the way of teaching must be represented; the textbooks must follow the logic; every single assessment must be structured; methodological linkage must be provided; a lead from simple to more complex, must be preserved; lexicology must be put in order with the goal. Georgian language learner has a great choice, one can study with free textbooks uploaded on the Internet, as well as with books printed by different authors. Also, many philologists of Georgian language and literature or non-philologists, teachers of different foreign languages, teach Georgian as a foreign language. It is also very important for them to choose a textbook so that the teaching process is targeted and they do not have to spend time preparing specific materials along the way. The questions is how to choose a curriculum, textbook or how to figure out which book will be useful? It's a difficult process, but crucial for the outcome.When evaluating a textbook, we should describe the book, we should agree with ourselves, and we should set out the criterias; Focused questions are crucial for evaluation; It is now possible to prove our vision with the evidence.


1994 ◽  
Vol 17 (1) ◽  
pp. 73-84 ◽  
Author(s):  
Noel Watts

Abstract This paper examines the research needs relating to the use of foreign languages in tourism activities in Australia and New Zealand. Various claims have been made that the provision of effective foreign language services is essential to the expansion and diversification of tourism in both countries. However, there is currently a lack of precise information on the ways in which the tourism industry in Australia and New Zealand is providing appropriate language assistance that meets the needs of inbound visitors who are speakers of languages other than English. Studies that have been carried out into certain areas of foreign language use in tourism in Australia and New Zealand are discussed and a number of suggestions are made as to future directions for research.


Author(s):  
Elisabeth Lamy-Vialle

This chapter discusses the way Katherine Mansfield uses the French language in her short-stories, and specifically in the stories set in France. Mansfield does not only use the French language as a semiological tool but confronts English-speaking readers with a foreign language that constantly interacts with their mother-tongue, imposing on them the Other’s tongue – Derrida’s ‘monolingualism of the Other’. She opens up an in-between space in which the two languages are questioned and unsettled, a process echoing the ‘becoming-other of language’ described by Deleuze. This chapter examines how the tension between English and French reaches a climax in the schizophrenic process at work in ‘Je ne Parle pas français’; language becomes, between the English and the French characters, a ‘cannibal-language’, the aggressive appropriation of the Other through his/her language in order to leave him/her speechless and powerless.


PMLA ◽  
2012 ◽  
Vol 127 (2) ◽  
pp. 317-320 ◽  
Author(s):  
Joan Dejean

When i agreed to contribute to this issue, i wanted to focus a debate about periodization for once solely on foreign languages and not, as is usually the case, on a single foreign language in comparison with English. To do this, I intended to take a new look at one of the most successful examples of the new periodization: the long eighteenth century. The concept first came to the fore and gained wide critical currency in English studies and in history. In these fields, a number of differently long eighteenth centuries have been proposed and practiced—an eighteenth century that begins as early as 1660, for example, and one that ends as late as 1832. Among the many consequences of the various choices of chronological limits for the long eighteenth century, probably the most significant is the way in which the Enlightenment's role is heightened or diminished in each version of the period. Since in intellectual and literary terms the Enlightenment's impact was felt all over western Europe in the 1700s, I decided that this should be one issue of periodization whose presence would be by now visible in most if not all modern foreign languages. As it turned out, I could not have been more wrong. And what I learned on the way to that realization caused me to shift course radically.


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