Publicação
Linguistics and marketing: The effect of foreign languages in advertising messages
| Resumo: | Abstract In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to select five languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was created and translated into these languages. Native Spanish- speaking participants listened to the message in a foreign language and responded to inquiries about the advertised firm. The findings clearly demonstrate that recognising the language significantly impacts both company image and WOM. This underscores the nuanced role of language in shaping perceptions in international advertising. The study provides valuable insights into effective language choices for global advertising strategies, emphasising the necessity of linguistic considerations beyond mere comprehension. Recognising and leveraging the symbolic nature of languages can profoundly influence consumer perceptions and communication strategies across diverse linguistic contexts, contributing to the overall effectiveness of international advertising campaigns. |
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| Autores principais: | Alcántara-Pilar,Juan Miguel |
| Outros Autores: | Sánchez-Duarte,Iván Manuel; Bermúdez-Martínez,María; Rodríguez-López,María Eugenia |
| Assunto: | Language advertising recognition culture message cultural studies |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Fundação para a Ciência e Tecnologia |
| Idioma: | inglês |
| Origem: | SciELO Portugal |
| Resumo: | Abstract In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to select five languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was created and translated into these languages. Native Spanish- speaking participants listened to the message in a foreign language and responded to inquiries about the advertised firm. The findings clearly demonstrate that recognising the language significantly impacts both company image and WOM. This underscores the nuanced role of language in shaping perceptions in international advertising. The study provides valuable insights into effective language choices for global advertising strategies, emphasising the necessity of linguistic considerations beyond mere comprehension. Recognising and leveraging the symbolic nature of languages can profoundly influence consumer perceptions and communication strategies across diverse linguistic contexts, contributing to the overall effectiveness of international advertising campaigns. |
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