Linguistics and marketing: The effect of foreign languages in advertising messages
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-subje...
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| Format: | Article |
| Language: | English |
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University of the Algarve - ESGHT - CIEO
2024-01-01
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| Series: | Tourism & Management Studies |
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| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/2080 |
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| author | Juan Miguel Alcántara-Pilar Iván Manuel Sánchez-Duarte María Bermúdez-Martínez María Eugenia Rodríguez-López |
| author_facet | Juan Miguel Alcántara-Pilar Iván Manuel Sánchez-Duarte María Bermúdez-Martínez María Eugenia Rodríguez-López |
| author_sort | Juan Miguel Alcántara-Pilar |
| collection | DOAJ |
| 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. |
| format | Article |
| id | doaj-art-a1dae0d1593443edaf2f2d3b1b6182b6 |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2024-01-01 |
| publisher | University of the Algarve - ESGHT - CIEO |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-a1dae0d1593443edaf2f2d3b1b6182b62025-01-08T13:41:59ZengUniversity of the Algarve - ESGHT - CIEOTourism & Management Studies2182-84662024-01-012017989Linguistics and marketing: The effect of foreign languages in advertising messages Juan Miguel Alcántara-Pilar 0Iván Manuel Sánchez-Duarte 1María Bermúdez-Martínez 2María Eugenia Rodríguez-López3University of Granada University of Granada University of GranadaUniversity of GranadaIn 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.https://www.tmstudies.net/index.php/ectms/article/view/2080languageadvertisingrecognitionculturemessage |
| spellingShingle | Juan Miguel Alcántara-Pilar Iván Manuel Sánchez-Duarte María Bermúdez-Martínez María Eugenia Rodríguez-López Linguistics and marketing: The effect of foreign languages in advertising messages Tourism & Management Studies language advertising recognition culture message |
| title | 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_short | Linguistics and marketing: The effect of foreign languages in advertising messages |
| title_sort | linguistics and marketing the effect of foreign languages in advertising messages |
| topic | language advertising recognition culture message |
| url | https://www.tmstudies.net/index.php/ectms/article/view/2080 |
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