Linguistics and marketing: The effect of foreign languages in advertising messages
Autor(a) principal: | |
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Data de Publicação: | 2024 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://tmstudies.net/index.php/ectms/article/view/2080 |
Resumo: | In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognizing the language in advertising messages influences the perceived image and Word-of-Mouth (WOM) for the company. Utilizing a between-subjects experimental design, we selected 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 recognizing the language has a significant impact on 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, emphasizing the necessity of linguistic considerations beyond mere comprehension. Recognizing 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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Linguistics and marketing: The effect of foreign languages in advertising messagesLanguageadvertisingrecognitionculturemessageIn international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognizing the language in advertising messages influences the perceived image and Word-of-Mouth (WOM) for the company. Utilizing a between-subjects experimental design, we selected 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 recognizing the language has a significant impact on 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, emphasizing the necessity of linguistic considerations beyond mere comprehension. Recognizing 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.University of Algarve2024-01-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://tmstudies.net/index.php/ectms/article/view/2080Revista Encontros Científicos - Tourism & Management Studies; v. 20 n. 1 (2024)Tourism & Management Studies; Vol. 20 N.º 1 (2024)Tourism & Management Studies; Vol. 20 No. 1 (2024)Revista Encontros Científicos - Tourism & Management Studies; Vol. 20 Núm. 1 (2024)2182-8466reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttps://tmstudies.net/index.php/ectms/article/view/2080https://tmstudies.net/index.php/ectms/article/view/2080/2457Copyright (c) 2024 Tourism & Management Studiesinfo:eu-repo/semantics/openAccessAlcántara-Pilar, Juan MiguelSánchez-Duarte, Iván ManuelBermúdez-Martínez, MaríaRodríguez-López, María Eugenia2024-03-13T23:28:10Zoai:ojs.pkp.sfu.ca:article/2080Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:59:20.671550Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Linguistics and marketing: The effect of foreign languages in advertising messages |
title |
Linguistics and marketing: The effect of foreign languages in advertising messages |
spellingShingle |
Linguistics and marketing: The effect of foreign languages in advertising messages Alcántara-Pilar, Juan Miguel Language advertising recognition culture message |
title_short |
Linguistics and marketing: The effect of foreign languages in advertising messages |
title_full |
Linguistics and marketing: The effect of foreign languages in advertising messages |
title_fullStr |
Linguistics and marketing: The effect of foreign languages in advertising messages |
title_full_unstemmed |
Linguistics and marketing: The effect of foreign languages in advertising messages |
title_sort |
Linguistics and marketing: The effect of foreign languages in advertising messages |
author |
Alcántara-Pilar, Juan Miguel |
author_facet |
Alcántara-Pilar, Juan Miguel Sánchez-Duarte, Iván Manuel Bermúdez-Martínez, María Rodríguez-López, María Eugenia |
author_role |
author |
author2 |
Sánchez-Duarte, Iván Manuel Bermúdez-Martínez, María Rodríguez-López, María Eugenia |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Alcántara-Pilar, Juan Miguel Sánchez-Duarte, Iván Manuel Bermúdez-Martínez, María Rodríguez-López, María Eugenia |
dc.subject.por.fl_str_mv |
Language advertising recognition culture message |
topic |
Language advertising recognition culture message |
description |
In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognizing the language in advertising messages influences the perceived image and Word-of-Mouth (WOM) for the company. Utilizing a between-subjects experimental design, we selected 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 recognizing the language has a significant impact on 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, emphasizing the necessity of linguistic considerations beyond mere comprehension. Recognizing 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. |
publishDate |
2024 |
dc.date.none.fl_str_mv |
2024-01-31 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/2080 |
url |
https://tmstudies.net/index.php/ectms/article/view/2080 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://tmstudies.net/index.php/ectms/article/view/2080 https://tmstudies.net/index.php/ectms/article/view/2080/2457 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2024 Tourism & Management Studies info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2024 Tourism & Management Studies |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
University of Algarve |
publisher.none.fl_str_mv |
University of Algarve |
dc.source.none.fl_str_mv |
Revista Encontros Científicos - Tourism & Management Studies; v. 20 n. 1 (2024) Tourism & Management Studies; Vol. 20 N.º 1 (2024) Tourism & Management Studies; Vol. 20 No. 1 (2024) Revista Encontros Científicos - Tourism & Management Studies; Vol. 20 Núm. 1 (2024) 2182-8466 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799137076957937664 |