An empirical study of the language of brand taglines: a code mixing approach

Pareek, Priyanka; Kumar, Vikram

doi:10.1504/ijicbm.2018.10013271

Cited by 1 publication

(1 citation statement)

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“…Similarly, code mixing is a linguistic perspective that has been applied in tagline and used by advertiser to influence favourable outcomes in an advertisement. In Pareek and Kumar (2018) study on the language of brand taglines, a code mixing approach and to comprehend the connotation and connection of code-mixed language of taglines that is depicted as the mingling and inserting of two dissimilar linguistic elements from two diverse structural schemes. The authors concluded that advertisers incorporate "lexical words from English in Hindi newspapers" that has accomplished and attracted high respect globally because of the "linguistic flavour' in an advertisement".…”

Section: Impact Of Strategic Ambiguity Tagline In Advertisementsmentioning

confidence: 99%

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Nwankwo-Ojionu

Adzharuddin

Waheed

et al. 2021

ONLINE J COMMUN MEDIA TECHNOL

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Using strategic ambiguity tagline paradigm, we demonstrated that the strategic ambiguity tagline influences consumer attention on billboard advertisement evaluation. Despite the exceptional influence of strategic ambiguity tagline on billboard advertisement evaluation, the concept of strategic ambiguity tagline as discursive resources remains poorly conceptualised by previous studies. An experimental study was conducted to investigate the underlying mechanisms and circumstances that influence the impact of strategic ambiguity tagline on consumers attention. Findings revealed that strategic ambiguity tagline has a significant influence on consumers attention. However, we further observed strong effects of attitude towards tagline ads, perception towards tagline ads and brand motives using tagline ads on consumer attention when exposed to the ads, which signify effectiveness of strategic ambiguity tagline on consumer's attention. The theoretical and managerial implication are discussed.

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Section: Impact Of Strategic Ambiguity Tagline In Advertisementsmentioning

confidence: 99%