search query: @indexterm Sociolinguistics / total: 22
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| Author: | Koslow, S. Shamdasani, P. Touchstone, E. |
| Title: | Exploring language effects in ethnic advertising: a sociolinguistic perspective |
| Journal: | Journal of Consumer Research
1994 : MAR, VOL. 20:4, p. 575-585 |
| Index terms: | SOCIOLINGUISTICS ADVERTISING LANGUAGES |
| Language: | eng |
| Abstract: | The authors apply sociolinguistic theories of accommodation to investigate how consumers in a minority subculture respond to the use of their ethnic language in advertising. Specifically, Hispanic consumers' response to the varying degrees of Spanish-language usage in print advertising were examined. It was found that the effects of spanish usage in advertising can be usefully explained by accommodation theory. Implications for future research and theory on language choice and usage in communication to consumer subcultures are discussed. |
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