Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising

Abstract

Internet slang is a new language with innovative and novel characteristics, and its use can be considered a form of creative advertising. Embedding internet slang into advertisements can thus enhance their creative quality and increase the attention paid to them. In this study, we examined the effect of the characteristics of internet slang on attention to advertisements, brand awareness, product evaluation, and attitudes toward advertising by conducting two empirical studies, one utilizing eye-tracking experiments and the other utilizing questionnaires. We found that using internet slang in advertising significantly increased audience attention compared with standard language but did not necessarily improve product evaluation and brand awareness for various types of goods. We discovered code-switching effects of psycholinguistics existed in standard language and its variant (internet slang). Our findings can guide advertisers in selecting the embedded language that can be effective in achieving their desired advertising effect. Our findings also indicate that the excessive use of internet slang may have a negative effect on brand and product evaluation.

Predicting Work–Family Balance: A New Perspective on Person–Environment Fit

“…We also restrict the same IP address in each survey to only complete questionnaire once to avoid multiple questionnaires being completed by the same individual. Numerous prior studies have used the WJX platform to survey Chinese participants as it allows researchers to set specific qualifications to ensure the quality of data (e.g., Wang et al, 2018; Liu et al, 2019).…”

Measuring Internet Slang Style in the Marketing Context: Scale Development and Validation

“…Internet slang, consisting of distinct pronunciation, word, morphology, and syntax derived from online context, is a variant of the standard language ( Liu et al, 2019 ). The emergence of Internet slang depends on two factors: its users and the context.…”

“…The anti-conventional nature of Internet slang determines its originality ( Collot and Belmore, 1996 ; Liu et al, 2019 ). According to social information processing theory, netizens creatively employ verbal cues (e.g., foreign words, dialects, digital elements, and icons) and interaction strategies (e.g., paraphrasing, homonyms, thumbnails, reduplication, and unconventional syntax) to express and interpret social and emotional messages in online contexts ( Kundi et al, 2014 ; Valkenburg et al, 2016 ).…”

“…The extensive usage of the Internet and social media leads to the integration of virtual and real-life ( Kilicer et al, 2017 ). As a result, Internet slang that emerges and develops online has become part of our everyday language, and even unconsciously influences people’s psychological states and behaviors in areas such as communication and consumption ( Crystal, 2006 ; Liu et al, 2019 ). For example, expressions such as “rona” or “vid” have been popular among young people to replace the formal designation “COVID-19” and to inject a sense of humor as a relief when facing the problematic current pandemic situation.…”

“…Such understanding would help both academics and practitioners clarify the merits and demerits of Internet slang and establish criteria for selecting appropriate slang in marketing activities. For example, recent empirical research shows that Internet slang with innovative and novel characteristics can attract audience attention ( Liu et al, 2019 ). However, no study yet has systematically investigated consumers’ perceptions about Internet slang as a whole.…”