The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany
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- dc.contributor.author Beck, Lindaca
- dc.contributor.other Universitat Pompeu Fabra. Departament de Comunicacióca
- dc.contributor.other Fernández Cavia, Josep, 1963-ca
- dc.date.accessioned 2014-12-22T15:11:00Z
- dc.date.available 2014-12-22T15:11:00Z
- dc.date.issued 2014
- dc.description.abstract 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.ca
- dc.format.mimetype application/pdfca
- dc.identifier.uri http://hdl.handle.net/10230/23037
- dc.language.iso engca
- dc.rights Aquest document està subjecte a una llicència Creative Commonsca
- dc.rights.accessRights info:eu-repo/semantics/openAccessca
- dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/2.5/es/ca
- dc.subject.other Publicitat -- Semiòtica -- Aspectes psicològicsca
- dc.subject.other Publicitat subliminalca
- dc.subject.other Comunicació interculturalca
- dc.subject.other Turisme -- Màrqueting -- Alemanya
- dc.title The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermanyca
- dc.type info:eu-repo/semantics/masterThesisca