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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Detalles Bibliográficos
Autor: Beck, Linda
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
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spelling The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermanyBeck, LindaPublicitat -- Semiòtica -- Aspectes psicològicsPublicitat subliminalComunicació interculturalTurisme -- Màrqueting -- AlemanyaThe 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.Universitat Pompeu Fabra. Departament de ComunicacióFernández Cavia, Josep, 1963-201420142014info:eu-repo/semantics/masterThesisapplication/pdfapplication/pdfhttp://hdl.handle.net/10230/23037reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésAquest document està subjecte a una llicència Creative Commonshttp://creativecommons.org/licenses/by-nc-nd/2.5/es/info:eu-repo/semantics/openAccessoai:recercat.cat:10230/230372026-05-29T05:05:01Z
dc.title.none.fl_str_mv The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany
title The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany
spellingShingle The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany
Beck, Linda
Publicitat -- Semiòtica -- Aspectes psicològics
Publicitat subliminal
Comunicació intercultural
Turisme -- Màrqueting -- Alemanya
title_short The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany
title_full The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany
title_fullStr The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany
title_full_unstemmed The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany
title_sort The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany
dc.creator.none.fl_str_mv Beck, Linda
author Beck, Linda
author_facet Beck, Linda
author_role author
dc.contributor.none.fl_str_mv Universitat Pompeu Fabra. Departament de Comunicació
Fernández Cavia, Josep, 1963-
dc.subject.none.fl_str_mv Publicitat -- Semiòtica -- Aspectes psicològics
Publicitat subliminal
Comunicació intercultural
Turisme -- Màrqueting -- Alemanya
topic Publicitat -- Semiòtica -- Aspectes psicològics
Publicitat subliminal
Comunicació intercultural
Turisme -- Màrqueting -- Alemanya
description 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.
publishDate 2014
dc.date.none.fl_str_mv 2014
2014
2014
dc.type.none.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
dc.identifier.none.fl_str_mv http://hdl.handle.net/10230/23037
url http://hdl.handle.net/10230/23037
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv Aquest document està subjecte a una llicència Creative Commons
http://creativecommons.org/licenses/by-nc-nd/2.5/es/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Aquest document està subjecte a una llicència Creative Commons
http://creativecommons.org/licenses/by-nc-nd/2.5/es/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.source.none.fl_str_mv reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,811543

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