Toward an Understanding of the Use of Foreign Words in Print Advertising

As the European Community (EC) emerges more unified, most internal trade barriers are being dismantled and common external trade rules are ideally in effect. The United States, too, is being strongly affected by the unification, and must find new ways to become "Europeanized" itself. In one sense, such Europeanization has been ongoing in advertisements for some time. Marketers have been using foreign languages, especially European languages, in more and more advertising campaigns.