ENGLISH OR LOCAL LANGUAGE IN ROMANIAN ADVERTISING
Journal Title: Studii şi cercetări filologice - Seria Limbi Străine Aplicate - Year 2014, Vol 13, Issue
Abstract
English is the most frequent foreign language used in international advertising when brands target a global market. This paper aims to examine the preference for English versus Romanian language in advertising texts or slogans, the degree of comprehension of English advertising by Romanian consumers, and the possible significance that language choice may have on consumer behavior and perception of the brand.
Authors and Affiliations
Teodorescu Adriana
Keywords
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