26 Language and Marketing
-
Antje Lobin
Abstract
Starting with the description of the development of marketing from a historical perspective, the so-called marketing mix and the concept of branding, which plays a crucial role in differentiating increasingly interchangeable products, will be explained in this paper. The marketing mix consists of a set of strategies that a company uses to promote its product(s) on the market. Of particular interest for linguistic approaches in this context is the field of promotion, which includes advertising as a central component. The main characteristics of the advertising language will be outlined on the basis of the Italian language. Another concept at the juncture of marketing and Linguistics is branding. Thus, a further focus of this chapter will be on the verbal component of a brand. Special attention is paid to the morphological level, where linguistic creativity is particularly evident. Finally, the chapter concludes with a presentation of the findings of a contrastive case study from the field of digital marketing.
Abstract
Starting with the description of the development of marketing from a historical perspective, the so-called marketing mix and the concept of branding, which plays a crucial role in differentiating increasingly interchangeable products, will be explained in this paper. The marketing mix consists of a set of strategies that a company uses to promote its product(s) on the market. Of particular interest for linguistic approaches in this context is the field of promotion, which includes advertising as a central component. The main characteristics of the advertising language will be outlined on the basis of the Italian language. Another concept at the juncture of marketing and Linguistics is branding. Thus, a further focus of this chapter will be on the verbal component of a brand. Special attention is paid to the morphological level, where linguistic creativity is particularly evident. Finally, the chapter concludes with a presentation of the findings of a contrastive case study from the field of digital marketing.
Kapitel in diesem Buch
- Frontmatter I
- Manuals of Romance Linguistics V
- Contents VII
- 1 Applied Romance Linguistics: Introduction to the Present Volume 1
-
I Methodology and Methods
- 2 Methods of Empirical Social Research for Applied Romance Studies 17
- 3 Empirical Research Methods in the Didactics of Romance Languages 35
- 4 Corpus Linguistic Methods and the History of Romance Languages 57
-
II Language, Society and Knowledge
- 5 Language and Space 83
- 6 Language and the Public Sphere 105
- 7 Language Policy and Language Planning 125
- 8 Language Criticism and Language Consulting 147
- 9 Language Diversity and Language Rights 183
- 10 Discourse Linguistics and Discourse Studies 207
- 11 Conversational Linguistics and Pragmalinguistics 221
- 12 Translation and Interpreting 239
- 13 Intercultural Communication 257
- 14 Language and Mobility 273
- 15 Language and Identity 293
- 16 Language Ideologies and Language Attitudes 309
- 17 Digital Communication and Internet Linguistics 333
-
III Language Acquisition and Language Education
- 18 Bilingual Teaching and Learning 357
- 19 Foreign Romance Language Learning and the Didactics of Multiand Plurilingualism 379
- 20 Foreign Language Learning and Age 399
- 21 Heritage-Related Multilingualism and Foreign Language Learning 423
- 22 Language Learning and Technologies 445
- 23 Applied Linguistics and Knowledge Exchange: Promoting Plurilingualism and Language Education 467
-
IV Communication for Special Purposes
- 24 Language and Economy 485
- 25 Language and Professional Communication 515
- 26 Language and Marketing 537
- 27 Language and Politics 553
- 28 Forensic Linguistics 571
- 29 Linguistic Approaches to Health Communication 589
- Index 609
Kapitel in diesem Buch
- Frontmatter I
- Manuals of Romance Linguistics V
- Contents VII
- 1 Applied Romance Linguistics: Introduction to the Present Volume 1
-
I Methodology and Methods
- 2 Methods of Empirical Social Research for Applied Romance Studies 17
- 3 Empirical Research Methods in the Didactics of Romance Languages 35
- 4 Corpus Linguistic Methods and the History of Romance Languages 57
-
II Language, Society and Knowledge
- 5 Language and Space 83
- 6 Language and the Public Sphere 105
- 7 Language Policy and Language Planning 125
- 8 Language Criticism and Language Consulting 147
- 9 Language Diversity and Language Rights 183
- 10 Discourse Linguistics and Discourse Studies 207
- 11 Conversational Linguistics and Pragmalinguistics 221
- 12 Translation and Interpreting 239
- 13 Intercultural Communication 257
- 14 Language and Mobility 273
- 15 Language and Identity 293
- 16 Language Ideologies and Language Attitudes 309
- 17 Digital Communication and Internet Linguistics 333
-
III Language Acquisition and Language Education
- 18 Bilingual Teaching and Learning 357
- 19 Foreign Romance Language Learning and the Didactics of Multiand Plurilingualism 379
- 20 Foreign Language Learning and Age 399
- 21 Heritage-Related Multilingualism and Foreign Language Learning 423
- 22 Language Learning and Technologies 445
- 23 Applied Linguistics and Knowledge Exchange: Promoting Plurilingualism and Language Education 467
-
IV Communication for Special Purposes
- 24 Language and Economy 485
- 25 Language and Professional Communication 515
- 26 Language and Marketing 537
- 27 Language and Politics 553
- 28 Forensic Linguistics 571
- 29 Linguistic Approaches to Health Communication 589
- Index 609
