Relative occurrence of evidence types in Dutch and French persuasive communication

Hornikx, J.M.A.

doi:10.1007/978-3-322-81329-9_11

Cited by 4 publications

(18 citation statements)

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“…This hierarchy organises specific products based on the degree to which they are commonly associated with different countries. Hornikx and Starren (2006) synthesised the findings of Kelly-Holmes (2000, 2005 and Piller ( 2001), creating a model of symbolic associations of foreign languages in advertising. Their model combines the perspective of firms creating multilingual advertising campaigns with the recipient's viewpoint in the process of symbolic meaningmaking (Piller, 2001).…”

Section: Symbolic Associations Conveyed By Foreign Languages In Adver...mentioning

confidence: 99%

“…Kelly-Holmes (2005) defines multilingual advertising as the use of multiple languages or voices in a market-discourse situation. Hornikx and Starren (2006) observe that the use of foreign languages in advertising is a widespread global practice, with "foreign language" defined as any language not official in a given country. The incorporation of foreign languages in advertising has gained popularity on a global scale (Alcántara-Pilar et al, 2017;Hornikx & Starren, 2006;Hornikx & Van Meurs, 2015;Hornikx et al, 2007;Sánchez-Duarte & Alcántara-Pilar, 2017;Weijters, Puntoni & Baumgartner, 2017).…”

Section: The Symbolic Effect Of Foreign Languages On Advertising Mess...mentioning

confidence: 99%

“…Research has also shown that some firms allocate significant advertising budgets to communicate product benefits in languages their target markets cannot speak. The rationale behind this is that expressions in a foreign language, under certain circumstances, can be more effective than equivalent expressions in the mother tongue (Hornikx & Starren, 2006;Hornikx & van Meurs, 2015).…”

Section: The Symbolic Effect Of Foreign Languages On Advertising Mess...mentioning

confidence: 99%

“…Various authors have investigated the symbolic associations of foreign languages used in advertising (Hornikx & Starren, 2006;Kelly-Holmes, 2000, 2005Sánchez-Duarte & Alcántara-Pilar, 2017). The published literature has also examined how firms utilise multilingual advertising campaigns to evoke symbolic meaning based on the audience's stereotyped perspective, previous experience, or knowledge of the country where the language is spoken (Piller, 2001).…”

Section: Introductionmentioning

confidence: 99%

“…This social meaning is directly linked to the symbolic associations associated with language use (Kelly-Holmes, 2005) and the concept of linguistic fetish, wherein a cultural competence hierarchy associates certain products, by extension, with specific countries (Hornikx & Starren, 2006;Kelly-Holmes, 2000;Piller, 2001).…”

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confidence: 99%

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Linguistics and marketing: The effect of foreign languages in advertising messages

Alcántara-Pilar,

Sánchez-Duarte,

Bermúdez-Martínez

et al. 2024

TMS

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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 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 recognising the language significantly impactsboth 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, emphasising the necessity of linguistic considerations beyond mere comprehension. Recognising 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 internationaladvertising campaigns.

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Section: Symbolic Associations Conveyed By Foreign Languages In Adver...mentioning

confidence: 99%

Section: The Symbolic Effect Of Foreign Languages On Advertising Mess...mentioning

confidence: 99%

Section: The Symbolic Effect Of Foreign Languages On Advertising Mess...mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

mentioning

confidence: 99%

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Linguistics and marketing: The effect of foreign languages in advertising messages

Alcántara-Pilar,

Sánchez-Duarte,

Bermúdez-Martínez

et al. 2024

TMS

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Breaking the Overton Window: on the need for adversarial co-production

Johnson,

Hardill,

Johnson

et al. 2024

Evidence &Amp; Policy

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Co-production has emerged as one of the key concepts in understanding knowledge-policy interactions and is associated with involvement, for example, of users of public services in their design and delivery. At a time of permacrisis, the need for transformative evidence-based policymaking is urgent and great. This is particularly important in highly distressed ‘left-behind’ communities targeted by the UK Government for Levelling Up, which constitutes an attempt to improve the infrastructural, economic, social and health outcomes of less affluent parts of the UK. Often, policymakers regard the transformative policies capable of addressing these crises as beyond the ‘Overton Window’, which describes a range of policies in the political centre that are acceptable to the public (Lehman, 2010). This window of opportunity can shift to encompass different policies, but movement is slow and policymakers generally believe that significant change lies outside. In this article, we build on recent debates in Evidence & Policy on co-production by outlining an embryonic approach to overcoming this Overton Window-based roadblock in evidence-based policymaking: adversarial co-production, which involves working with opponents of evidence-based policy to develop means of persuading potential beneficiaries to support introduction. This emerging approach has been deployed in examination of public preferences with regard to welfare reform, but can be applied to a wide range of policy areas. We outline briefly the history of co-production, before setting out the process by which adversarial co-production was developed. We then describe the impact of adversarial co-production on public preferences on basic income (BI). This enables us to set out challenges and opportunities for those with an interest in addressing our crises, serving to stimulate genuine debate on longstanding assumptions about the limits of evidence-based policy and public opinion.

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An Empirical Study of Readers' Associations with Multilingual Advertising: The Case of French, German and Spanish in Dutch Advertising

Hornikx

Meurs

Starren

2007

Journal of Multilingual and Multicultural Development

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In multilingual advertising, a foreign language is often used for symbolic purposes. In non-French-speaking countries, for instance, French is said to be associated with charm and style. The assumption is that the associations carried by the foreign language are transferred to the product that is advertised. A product advertised using French would thus also be seen as charming and stylish. Although a number of suggestions have been made as to the associations evoked by particular foreign languages, it has never been tested what associations are actually evoked in the minds of consumers. In an experimental study, 78 Dutch respondents were asked to write down their associations with two advertisements for one product that were identical except for the foreign language in which they were written (French, German or Spanish). We investigated the kinds of associations evoked, the number of associations, their valence (positive, negative, neutral) and participants' appreciation of the foreign language advertisement. Results showed that the different languages evoked partly different associations, and that the valence of the associations, and not their number, affected participants' preference for the advertisement. Participants preferred the ad with the highest number of positive associations and the lowest number of negative associations.

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Relative occurrence of evidence types in Dutch and French persuasive communication

Cited by 4 publications

References 8 publications

Linguistics and marketing: The effect of foreign languages in advertising messages

Linguistics and marketing: The effect of foreign languages in advertising messages

Breaking the Overton Window: on the need for adversarial co-production

An Empirical Study of Readers' Associations with Multilingual Advertising: The Case of French, German and Spanish in Dutch Advertising

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