Linguistics and marketing: The effect of foreign languages in advertising messages
Juan Miguel Alcántara-Pilar,
Iván Manuel Sánchez-Duarte,
María Bermúdez-Martínez
et al.
Abstract:In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to selectfive languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was cr… Show more
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