The effect of Dutch cover songs versus original English songs and instrumental versions in commercials on Dutch consumers’ attitude towards the advertisement, attitude towards the product, purchase intention and product recall.
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2022-06-23
Language
en
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Abstract
Interlingual cover songs are songs that are sung in a different language than the original. So
far, little attention has been given to interlingual cover versions. Therefore, the purpose of this
study was to determine to what extent interlingual cover versions, original English songs and
instrumental versions in commercials result in differences in the attitude towards the
advertisement, attitude towards the product, purchase intention and product recall.
Furthermore, the purpose of the study was also to determine which variables can predict the
attitude towards the advertisement, attitude towards the product, purchase intention and
product recall.
A total of 116 participants evaluated three commercials with English original songs, a
Dutch cover song or the instrumental version. They evaluated the commercials on attitude
towards the advertisement, attitude towards the product, purchase intention and product recall,
and the songs on attitude towards the song, understanding of the song, emotionality of the
song, attitude towards the artist, attention to the song, awareness of the type of song and fit
between song and commercial.
The results showed that the version of the song did not have an effect on the attitude
towards the advertisement, purchase intention and product recall, but it did have an effect on
the attitude towards the product. Participants who viewed the commercials with the
instrumental version liked the product more than participants who viewed the commercials
with the English song. Furthermore, the version of the song also had an effect on the attitude
towards the song, emotionality of the song, attitude towards the artist and the fit between song
and commercial. Participants liked the Dutch songs less than the English songs and
instrumental versions. Additionally, the Dutch songs were perceived as less emotional than
the English songs. Furthermore, the Dutch artists were liked less than the English and
instrumental artists. Finally, the Dutch songs fitted less with the commercials than the English
songs and instrumental versions. Finally, the attitude towards the song and emotionality of the
song positively predicted the attitude towards the advertisement, emotionality of the song
positively predicted purchase intention, and understanding of the song positively predicted
product recall. No variables were found to predict the attitude towards the product.
Thus, to increase the attitude towards an advertisement, purchase intention and
product recall it is better to use English original songs in a commercial than Dutch cover
versions.
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Faculteit der Letteren