ABSTRACT
This chapter focuses on marketing language. It discusses the cross-modal interaction of marketing language devices with other sensory elements such as name font and logo, boundary conditions, and practical implications. Sound symbolism is one of the most studied brand naming devices, possibly because it has been recognized as a phenomenon since antiquity. Marketing language effects may differ as a function of contextual factors, individual differences, and consumers' bilingualism. Individual differences in key personality traits play an important role in how language affects the consumer behavior. Most studies of marketing language fall into one of two categories: observational studies that measure the frequencies of different linguistic devices in the marketplace, and experimental studies that measure explicit reactions to hypothetical advertisements or brand names. One avenue for future research is to take different measurements of consumer responses to marketing language, such as neurological activation or response latency.
