The effect of translatability on the perceived difficulty and the attitude towards slogans.
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2020-08-30
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en
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This study measures the influence of translatability on the perceived difficulty and the attitude towards advertising slogans. Four translatable and four non-translatable slogans were used in the research. We made use of slogans containing translatable (easy) English phrases and non-translatable (difficult) English phrases. Moreover, these slogans were made up and were not in connection to any specific product of brand. There have not been done many studies yet measuring these specific variables, which is why this current study is an interesting addition to previous research. Our first hypothesis shows that translatable slogans were expected to be perceived as easier than the non-translatable slogans. Moreover, the second hypothesis shows that the non-translatable (difficult) slogans were expected to elicit a more negative attitude towards that slogan than the translatable (easier) ones. Approximately 100 Dutch participants rated the slogans based on translatability in a questionnaire. Moreover, their attitude towards these slogans was measured, as well as their proficiency in the English language. The first hypothesis was supported by the results of the questionnaire; however, the second hypothesis was rejected. The study shows that there was no difference in attitude towards both types of slogans.
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