Marketing Routledge Marketing Communication in African Languages

While some academic attention has been paid to the impact of new digital technologies on African media in the colonial languages of English, French and Portuguese, there is a dearth of research into African language digital communication. The book will interest scholars of media, journalism, communication, social media and culture.

This edited volume considers the use of African languages for marketing communication. The importance of an indigenous language stems from its benefits, which include increased comprehension and a sense of resonance among the target audience, which makes it more memorable as opposed to foreign languages.

Chapters in the book variously examine African traditional advertising and marketing; popular culture as a channel for advertising and marketing; political communication, advertising and marketing; commercials and public relations in African languages; as well as branding, corporate and public communication in African languages. The use of African languages for marketing communication is considered on the traditional mass media and the digital media. Readers will gain a lot of insights into the theory and practice of marketing communication in African languages.