Code switching : how Latinos are changing advertising and the Spanish language
This paper seeks to present a discussion analysis of how acculturation among Hispanics has done more than just produce a shift in the culture and language of the current and rising generation, it has also changed the language choices within advertising. The focus will be on the discussion of how code switching in the form of “Spanglish” has affected the Hispanic consumer group in relation to advertising and marketing. A case example analysis of relevant Coca-Cola Company print ads is presented.
Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts?
When targeting bilingual consumers, advertisers have a choice to advertise in a bilingual's native language or in the country's dominant language. Within the Hispanic community in the United States, for example, Kellogg has a choice to advertise Frosted Flakes in English or in Spanish. But which is the better choice and why? This research considers whether the choice of language in advertising to bilinguals influences the types of thoughts they have in response to an advertisement. In other words, for a bilingual, can the exact same selling message cue different associations depending on the language in which it is presented? The underlying issue is whether advertisers can use language of execution as a strategic variable with which to generate certain types of associations that may facilitate persuasion. The authors consider this issue from a social cognition perspective. They hypothesize that a native-language advertisement is more likely to elicit self-referent thoughts about family, friends, home, or homeland, which in turn may lead to more positive attitude measures and behavioral intentions. Furthermore, the authors show that these effects are moderated by the consumption context presented in the advertisement.
White-Collar Crime in Modern England: Financial Fraud and Business Morality, 1845-1929.
List of tables Acknowledgments Introduction 1. The new economy: transformation of finance and opportunities for crime 2. The railway mania 3. Banking and credit fraud 4. Stock fraud 5. Company fraud: promotion 6. Company fraud: management 7. Company law and the courts 8. Business ethics and professionalization Conclusion Notes Bibliography Index.