299 Copyright © 2015, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 14 DOI: 10.4018/978-1-4666-8262-7.ch014 ABSTRACT When targeting consumers on a global scale, companies make strategic use of languages in their adver- tising campaigns. This chapter presents an overview of theories and research regarding the efective- ness of the use of foreign languages (foreign language display, FLD) in advertising. The aim is to bring together theories and empirical studies from various domains, and to show principled explanations for the efectiveness of FLD from two perspectives. The frst, psycholinguistic perspective examines the way in which foreign languages in advertising are mentally processed; the second, sociolinguistic perspective links the foreign language use to characteristics of the country where the foreign language is typically spoken. This chapter presents empirical evidence for the benefts and drawbacks of FLD, and identifes areas for further research. INTRODUCTION In the current global economy, businesses target consumers from different nationalities and cultures. In their communication with these consumers, businesses generally have three language strategies at their disposal: standardization, adaptation, or foreign language display (cf. Alden, Steenkamp, & Batra, 1999). In the case of standardization, one standardized language is used, generally English (Bhatia, 1992), Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective: A Review and Research Agenda Jos Hornikx Radboud University Nijmegen, The Netherlands Frank van Meurs Radboud University Nijmegen, The Netherlands