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September 1990 - present
Education
September 1987 - December 1995
September 1981 - December 1986
Publications
Publications (51)
English is widely used in advertising in countries all over the world where English is not an official language (Piller 2003), including countries in Hispanic America (e.g. Chile: Gerding and Morrison and Kotz 2012, p. 142; Instituto Chileno 2016, pp. 13–14; Mexico: Baumgardner 2008). To date, consumers’ response to the use of English in advertisin...
Fueron durante los ya fríos días de octubre hasta los días ya más cálidos de abril y mayo. En el Colegio de Licenciados por aquel entonces ubicado en uno de los tres edificios de las Cases de Balasch situado en la Rambla d'Aragó, una de las pocas muestras de arquitectura modernista en Lleida, fue el lugar en donde seguimos tres seminarios de poesía...
Catalonia is an autonomous region of Spain with 7,538,813 inhabitants (Generalitat de Catalunya / Institut d’Estadística de Catalunya, 2018a), in which both the Catalan and Spanish language are used and are officially recognized by law. Catalonian consumers are addressed through advertisements in Catalan, Spanish, and mixes of the two languages (At...
The Netherlands can be regarded as a multilingual society, in which the majority – and official – language of the Netherlands, Dutch, is used in different everyday contexts alongside immigrant languages such as Arabic and Turkish and foreign languages such as French and German. In the northern province of Fryslân, the regional language Frisian, whi...
Durante los días 31 de marzo y 1 de abril de 2017 celebramos la sexta edición del CIEFE (Congreso Internacional de Español para Fines Específicos) en el Congrescentrum del Ayuntamiento de Ámsterdam, ubicado en la calle Weesperstraat número 113. Un edifico moderno y acogedor de un barrio renovado y modernizado durante los años 60 del siglo pasado si...
Sociolinguistic research suggests that US Hispanic and Spanish consumers may differ in their response to ads with English and Spanish. An experiment with US Hispanic (N = 97) and Spanish (N = 132) participants showed that, although US Hispanic participants indicated that they used more English and less Spanish in various situations, and had a less...
English is used extensively in advertising in countries where it is not an official language (Gerritsen et al., 2007; Piller, 2003). One of the reasons advertisers use English is the assumption that this language has a symbolic value for consumers (Kelly-Holmes, 2000; 2005).
http://www.springer.com/la/book/9783658187309
Extending previous findings regarding the effects of the use of English as a Lingua Franca in advertising, an experiment tested the effects of the use of English, Arabic or mixed language and the role of product price category in product advertisements on Egyptian consumers’ response (N = 132). Purchase intention was significantly higher for the En...
El presente volumen reúne doce artículos redactados a partir de los contenidos expuestos en las comunicaciones presentadas durante el V CIEFE. Hemos dispuesto los artículos seleccionados en dos secciones. Una primera sección titulada “Investigaciones” en la que presentamos tres artículos de enfoque empírico que estudian y describen manifestaciones...
In this paper we present the results of a corpus-based synchronic study on the presence of English in 208 jobs ads placed on the Spanish website www.monster.es published during the month of November 2011. The aims of this study were to identify the presence of anglicisms used in job ads, determine their presence and quantity and establish to what e...
Extending previous findings regarding the effects of brand logo redesigns, a crossnational experiment tested the effects of different degrees of logo change (original, small change, substantial change) on logo recognition and appreciation, fit between logo design and core values, and brand attitudes (N= 396). Higher degrees of logo change induced l...
The effect of visual metaphor in advertising is claimed to follow a curvilinear pattern: visual metaphors that constitute a moderate challenge are said to have a bigger impact on appreciation than simpler or more complex metaphors. Until now, empirical evidence has been scarce. This study verifies whether the tipping point can indeed be identified....
Not all types of visual metaphors are equally easy to understand. As can be seen in Figures 1 to 3, all ads make use of the same visual metaphor, which suggests that the exclusivity of a pearl is similar to the exclusive taste of the depicted chocolate. However, whereas Figure 1 visually juxtaposes the source (pearl) to the target (chocolate), and...
There have been several studies on the use of English in advertising in countries where English has no official status (Gerritsen et al., 2007; Görlach (Ed.), 2002; Martin, 2002; Van Meurs, Korzilius, Hermans, 2004; Van Hooft, 2006; Piller, 2003). However, there are few quasi experimental studies on the impact of use of English in ads in countries...
The relationshipbetweenpersonalitydimensions,measuredwiththeMulticulturalPerson-
ality Questionnaire(MPQ),andforeignlanguagemasterywerestudiedinaDutch-based
multinational companyintheagriculturalsector.Inasurvey,differenceswerestudied
between internalandexternalstakeholderstodeterminewhetherMPQdimensionsand
language masteryallowustodiscriminatebetw...
Cross-cultural studies (Hofstede, 1984, 1991, 2001; Hall, 1959, 1976) posit that Mexico is a more collectivistic and high context culture than the United States of America and therefore it could be claimed that Mexicans will communicate and perceive professional communication in a different way than US Americans. In contrast, professional communica...
Although English has been shown to be the most frequently used foreign language in product advertisements in countries where it is not the native language, little is known about its effects. This article examines the response to advertisements in English compared to the response to the same ad in the local language in Western Europe on members of t...
In a longitudinal study we assessed the effect of a four-year International Business Communication program at a university in the Netherlands on students’ intercultural awareness and foreign language acquisition. In pre-test and post-test a measurement instrument featuring everyday (monocultural
and intercultural) dialogues involving business assoc...
This paper reports on a quantitative investigation into the occurrence of English in product advertisements in Dutch-speaking Belgium, French-speaking Belgium, France, Germany, the Netherlands and Spain. For each country six issues of Elle in 2004 were collected and all ads of half a page or larger were analyzed, for a total of 2,384 different ads....
LEARNING A FOREIGN LANGUAGE is important in intercultural
business communication (IBC) studies. But equally important is developing
intercultural communicative competence, that is, a recognition
of the cultural factors influencing behavior in business encounters
around the globe (Beamer, 1992; Bennett, 1986; Varner, 2001). This
article suggests how...
LEARNING A FOREIGN LANGUAGE is important in intercultural business communication (IBC) studies. But equally important is devel-oping intercultural communicative competence, that is, a recognition of the cultural factors influencing behavior in business encounters around the globe (Beamer, 1992; Bennett, 1986; Varner, 2001). This article suggests ho...
El 14 de mayo del año 1992, dos meses antes de que los juegos olímpicos se cele-braran en Barcelona y un mes después de que se inaugurara la Exposición Internacional de Sevilla, ofrecí una ponencia a los miembros de la Cámara de Comercio de Nimega (Países Bajos) titulada "Una nueva forma de aproximación para un nuevo miembro. España 1975-1992: de u...
RESUM:La inexistència d'un catàleg definitiu sobre l'obra inèdita, la diversitat i la dispersió de publicacions en les que aquest autor va participar, el caràcter minoritari de les mateixes, la parcialitat i les inexactituds de les dades bibliogràfiques oferts en diverses publicacions, en conclusió, el desconeixement real del volum i estat de l'obr...
http://www.insula.es/revista/el-postismo-ii
