Diversity in advertising research refers to the portrayal of people with distinct attributes in
advertising, while inclusion refers to the valuation of their presence and perspectives in …

Should advertisers continue to promote their brands through brand endorsers without
considering their diverse characteristics, or should they embrace diversity in advertising …

The use of foreign languages in advertising is not a new phenomenon. Fries (2007)
classifies different ways in which foreign languages were employed in news reports and …

Research on foreign languages in advertising stresses the role of the match between
product and language. Ads with a match are more effective; however, their effectiveness has …

Code-switching is a linguistic phenomenon often associated with the architecture of
discourse varieties. A good number of studies in the bilingual and multilingual contexts have …

Brands can position themselves as belonging to a foreign culture by using foreign
languages (FLs) in advertising. FLs in ads have been suggested to be implicit country-of …

Research over the years has delved into the role of culture in advertising from various
perspectives using both cross-country comparisons and within-country investigations. An …

Internet slang is a new language with innovative and novel characteristics, and its use can
be considered a form of creative advertising. Embedding internet slang into advertisements …

This monograph aims to introduce researchers to the fascinating world of linguistics and to
show how to conduct meaningful language research in marketing, exploring the way …

Purpose Netizens refer to citizens of the internet, and code-switching refers to the use of
more than one language, style or form of expression to communicate. This study explores …