In Arabic, English, or a Mix? Egyptian Consumers’ Response to Language Choice in Product Advertisements, and the Role of Language Attitudes

Hooft, Andreu van; Meurs, Frank van; Spierts, D.

doi:10.1007/978-3-658-18731-6_11

Cited by 5 publications

(3 citation statements)

References 29 publications

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“…2017; Van Hooft et al, 2017) use stimuli that contain a pictorial basis and have been recontextualized to differ only in language choice (e.g., English vs. Dutch) but not in general appearance. For example, Gerritsen et al (2010) and Hendriks et al (2017) examine the use of English in product advertisements-such as those found in magazines-in countries in Western Europe (e.g., the Netherlands), where English is not the native language.…”

Section: Language Perceptions and Attitudes In The Austrian Language ...mentioning

confidence: 99%

Effects and perception of multimodal recontextualization in political Internet memes. Evidence from two online experiments in Austria

Bülow

Johann

2023

Front. Commun.

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Internet memes are an integral part of social media communication and a popular genre for humorous engagement in online political discourses. A meme is a collective of multimodal signs that refer to each other through shared formal, content-related, and/or stance-related characteristics and can be recontextualized on different levels: (1) language, (2) mode of presentation, and (3) humor. In this paper, we examine the perceptions and effects of recontextualization in image macros—the most prominent meme subgenre. Two between-subjects online experiments from Austria offer a holistic approach to meaning-making through multimodal recontextualization in political image macros. The first experiment explored the perception of language variety and its effects on users' intentions to forward a humorous image macro. The second experiment further investigated the effects of a political message's language variety, mode of presentation, and humor on users' perceptions and behavioral intentions. The experiments' results indicate that perceptions and behavioral intentions are mainly affected by a political message's presentation as an image macro, while the recontextualization of language variety and humor plays a minor role. The study contributes to the growing body of knowledge on Internet memes as multimodal and recontextualizable political messages from the receivers' point of view.

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Section: Language Perceptions and Attitudes In The Austrian Language ...mentioning

confidence: 99%

Effects and perception of multimodal recontextualization in political Internet memes. Evidence from two online experiments in Austria

Bülow

Johann

2023

Front. Commun.

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“…In this sense, brand actions such as website design, commercial activities, brand reputation (Cristancho et al, 2019), are relevant in the educational context and evoke situations where both personal and social contexts can become encouraging agents for encouraging the consumption of these services. Commercials featuring the use of a foreign language (Planken et al, 2010;van Hooft et al, 2017) or invoking situations where proficiency in this language is essential exert influence on motivation for consumption. In this regard, Figure 1 illustrates the proposed theoretical model with its respective hypotheses.…”

Section: Advertising Actions Influencing the Purchase Of An Online La...mentioning

confidence: 99%

Aspectos que influyen en la motivación extrínseca e intrínseca para adquirir un curso de idiomas online de una lengua extranjera

Cristancho Triana,

Corredor Aponte

2023

cuad.adm.

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El aprendizaje de una lengua extranjera se ha convertido en una necesidad que involucra el desarrollo profesional y experiencial de las personas, por tal razón esta investigación tiene como objetivo analizar si la motivación extrínseca e intrínseca está influenciada por las acciones de publicidad y los aspectos que se tienen en cuenta para comprar un curso de idiomas online. Para esto se desarrolló una investigación descriptiva, con enfoque cuantitativo y se aplicó un cuestionario en formato digital a 555 participantes de la ciudad de Bogotá, quienes manifestaron una intención de cursar un programa de aprendizaje de una lengua extranjera en una plataforma virtual. A partir de un análisis factorial confirmatorio y de ecuaciones estructurales, los resultados sugieren que la motivación intrínseca y extrínseca son influenciadas por las acciones de publicidad de las plataformas, la motivación extrínseca no es influida por los aspectos que se tiene en cuenta para adquirir un curso de idiomas y adicionalmente la motivación intrínseca incide en la motivación extrínseca para escoger dichas plataformas. Estudios futuros pueden orientarse en medir la influencia de las actitudes y las redes sociales para su consumo.

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“…Studies with bilingual samples that expose non-native speakers of English language to text-only and picture aided print advertisements in English have provided support for the RHM. Findings from such works show that content–image congruity not just reinforces comprehension in L2 (Gerritsen et al, 2010; van Hooft et al, 2017) but also encourages retention of L2 advertising messages.…”

Section: Bilinguals’ Processing Of Advertising Messages In L2: An Ovementioning

confidence: 99%

Retention of televised advertising in L2: An experiment with Chinese–English bilinguals

Özdinç

2020

International Journal of Bilingualism

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Aim: This paper examines bilinguals’ retention of a television (TV) advertisement in their second language (L2) to test whether L2 competence, liking for the advertisement, and involvement with the advertised product cause a change in L2 retention. Methodology: An experiment exposed 304 Chinese–English bilinguals to audio-visual advertisements that were technically (e.g. similar executions) and linguistically alike (e.g. discourse with similar ratios of ‘content words-to-grammatical lexicon’) in their native language (L1; control) and L2 (treatment). Data and analysis: Content analysis of four unstructured items operationalised L2 advertisment memory by ranking retention scores from 0 to 4. We performed t-tests (with Cohen’s d) and F-tests to compare retention across the levels of independent variables. Findings: L2 proficiency did not facilitate meaning-deduction from within context, but the length of bilinguals’ residence did, indicating that subjects linguistically adapt to their L2 environment in time. Content features (e.g. message clarity) increased liking for the L2 advertisment while execution (e.g. music) increased L2 advertisement memory. Involvement with the advertised product did not affect L2 retention. Originality: Print stimuli use has limited the utility of earlier findings from research on advertising to bilinguals for exercising one language skill (i.e. L2 reading). The use of audio-visual stimuli to exercise concurrently L2 listening and reading skills have been rare despite the increased consumption of TV advertisements through online video-sharing platforms. Implications: When designing audio-visual inputs for bilinguals, ‘what’ (i.e. content) hardly matters in relative to ‘how’ (i.e. execution) unless bilinguals orient themselves to the natural contexts of their L2 settings. Firms in bilingual markets can optimise their communicative (e.g. belief reinforcement or creating awareness) and behavioural objectives (e.g. sales) by provoking the peripheral processing of their straightforward messages using appeals (e.g. music, emotional, and animated visuals) for longer retention among their non-native-speaker targets.

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In Arabic, English, or a Mix? Egyptian Consumers’ Response to Language Choice in Product Advertisements, and the Role of Language Attitudes

Cited by 5 publications

References 29 publications

Effects and perception of multimodal recontextualization in political Internet memes. Evidence from two online experiments in Austria

Effects and perception of multimodal recontextualization in political Internet memes. Evidence from two online experiments in Austria

Aspectos que influyen en la motivación extrínseca e intrínseca para adquirir un curso de idiomas online de una lengua extranjera

Retention of televised advertising in L2: An experiment with Chinese–English bilinguals

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