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Grin, Francois – Journal of Multilingual and Multicultural Development, 1994
Examines the relationship between linguistic plurality and the rationale of advertising decisions. The article presents a simple model of sales to different language groups as a function of the level of advertising in each language, language attitudes, incomes, and an advertising response function. The model is intended as a benchmark, and several…
Descriptors: Advertising, Bilingualism, Business Communication, Comparative Analysis