東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

The role of language codeswitching i...

Bishop, Melissa Maier.

FindBook

Google Book

Amazon

博客來

The role of language codeswitching in increasing advertising effectiveness among Mexican-American youth.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The role of language codeswitching in increasing advertising effectiveness among Mexican-American youth./
作者:	Bishop, Melissa Maier.
面頁冊數:	154 p.
附註:	Source: Dissertation Abstracts International, Volume: 67-11, Section: A, page: 4260.
Contained By:	Dissertation Abstracts International67-11A.
標題:	Language, Linguistics. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3242659
ISBN:	9780542979897

The role of language codeswitching in increasing advertising effectiveness among Mexican-American youth.
Bishop, Melissa Maier.

The role of language codeswitching in increasing advertising effectiveness among Mexican-American youth. - 154 p.

Source: Dissertation Abstracts International, Volume: 67-11, Section: A, page: 4260.

Thesis (Ph.D.)--The University of Texas at Arlington, 2006.

Language codeswitching refers to the practice of alternating between two languages during any given conversation (Scotton 1988). Though there is a plethora of research on this practice among sociolinguists and sociologists, a relative dearth of research on this topic exists among marketing academics, outside of several recent works by Luna and Peracchio (2005a, b) and Luna, Lerman and Peracchio (2005). Furthermore, previous research in marketing that has focused on bilingual language processing issues in advertising has generally only incorporated the traditional view of bilingual advertising, in which a single message is presented in entirety in both languages. Codeswitching has received little attention.

ISBN: 9780542979897Subjects--Topical Terms:

1018079
Language, Linguistics.

The role of language codeswitching in increasing advertising effectiveness among Mexican-American youth.
LDR:02833nmm 2200313 4500 001 1834838
005 20071127121432.5
008 130610s2006 eng d
020 $a 9780542979897
035 $a (UMI)AAI3242659
035 $a AAI3242659
040 $a UMI $c UMI
100 1 $a Bishop, Melissa Maier. $3 1923475
245 1 4 $a The role of language codeswitching in increasing advertising effectiveness among Mexican-American youth.
300 $a 154 p.
500 $a Source: Dissertation Abstracts International, Volume: 67-11, Section: A, page: 4260.
500 $a Adviser: C. Mark Peterson.
502 $a Thesis (Ph.D.)--The University of Texas at Arlington, 2006.
520 $a Language codeswitching refers to the practice of alternating between two languages during any given conversation (Scotton 1988). Though there is a plethora of research on this practice among sociolinguists and sociologists, a relative dearth of research on this topic exists among marketing academics, outside of several recent works by Luna and Peracchio (2005a, b) and Luna, Lerman and Peracchio (2005). Furthermore, previous research in marketing that has focused on bilingual language processing issues in advertising has generally only incorporated the traditional view of bilingual advertising, in which a single message is presented in entirety in both languages. Codeswitching has received little attention.
520 $a Therefore, the purpose of this research is to examine how language codeswitching interacts with the context language of the medium to influence certain outcomes related to advertising effectiveness. Specifically, it will be investigated how message recall, the perception of advertiser cultural sensitivity and expectations concerning empathy and responsiveness of a service provider can be enhanced through the use of codeswitching in communication among bilingual individuals. The interaction between the direction of language switching in an ad and the language context of the medium in which the codeswitched ad appears will be assessed for its ability to influence these constructs. Furthermore, the Spanish/English codeswitching that occurs among bilingual Hispanics living in the U.S. is investigated, with testing among Mexican-American youths. This population is receiving increasing attention by marketers as Hispanics in general compose the largest U.S. minority group with explosive projected growth rates and spending power. Thus, marketing practitioners should find results of this analysis timely and beneficial.
590 $a School code: 2502.
650 4 $a Language, Linguistics. $3 1018079
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Psychology, Social. $3 529430
650 4 $a Hispanic American Studies. $3 1017793
690 $a 0290
690 $a 0338
690 $a 0451
690 $a 0737
710 2 0 $a The University of Texas at Arlington. $3 1025869
773 0 $t Dissertation Abstracts International $g 67-11A.
790 1 0 $a Peterson, C. Mark, $e advisor
790 $a 2502
791 $a Ph.D.
792 $a 2006
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3242659