The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany
The application of foreign language in advertising has become/never more common in advertising praxis. Scientific investigation about this/nphenomenon is however little. As foreign languages evoke associations/nand stereotypes in advertisee’s minds, this work investigates the effects of/nforeign lan...
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| Tipo de recurso: | tesis de maestría |
| Fecha de publicación: | 2014 |
| País: | España |
| Institución: | Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya) |
| Repositorio: | Recercat. Dipósit de la Recerca de Catalunya |
| OAI Identifier: | oai:recercat.cat:10230/23037 |
| Acceso en línea: | http://hdl.handle.net/10230/23037 |
| Access Level: | acceso abierto |
| Palabra clave: | Publicitat -- Semiòtica -- Aspectes psicològics Publicitat subliminal Comunicació intercultural Turisme -- Màrqueting -- Alemanya |
| Sumario: | The application of foreign language in advertising has become/never more common in advertising praxis. Scientific investigation about this/nphenomenon is however little. As foreign languages evoke associations/nand stereotypes in advertisee’s minds, this work investigates the effects of/nforeign language in one special kind of advertising; namely the one for/ndestination brands. The latter bear the particular characteristic that the/nlanguage applied in this kind of marketing communication is already part/nof their actual product. Paying attention to intercultural sensitivity, the/nresearch focuses on one language/target combination and lays its interest/non how German people appreciate multilinguality in Spanish destination/nadvertising. A triple diamond research design, developed for this study,/nguides the research proposal administered for a three year doctoral thesis./nFollowing a sequential exploratory strategy of a mixed method approach,/nthe three stepped research design proposes to conceive one qualitative/nresearch being succeeded by two additional quantitative steps. |
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