Publications

Publication details [#52999]

Cheung, Ming. 2010. The globalization and localization of persuasive marketing communication: A cross-linguistic socio-cultural analysis. Journal of Pragmatics 42 (2) : 354–376.

Publication type

Article in journal

Publication language

English

Keywords

business language | crosslinguistic perspective | e-mail communication | language and culture | persuading

Language as a subject

Chinese | English

Place, Publisher

Elsevier

Journal WWW

www.sciencedirect.com/web-editions

Annotation

This crosslinguistic study compares (dis)similarities in the encoding of persuasive messages in 40 Chinese and 40 English direct-marketing sales e-mails, in the context of the current globalization and localization of business.