The effects of a regional accent on the listener’s evaluation of radio product and service commercials
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2017-07-03
Language
en
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Abstract
In multilingual advertising, marketeers use foreign languages or accents to associate a
product’s quality with the qualities of a place. Speakers with a regional accent can be perceived as warmer, but also as less competent. Previous literature found that especially in service advertising, the image of the speaker determines the success of a service. Therefore, the following research question was examined:
What are the effects of a regional versus a standard accent on the listener’s Attitude
towards the commercial, Attitude towards the product/service, Evaluation of the
speaker’s competence, Evaluation of the speaker’s warmth and Purchase intention of
the regional product/service being advertised? This research provides insight into multilingual advertising on the radio in the Netherlands.
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Faculteit der Letteren