The effect of language in advertising on healthy food consumption: health-focused, basic, or indulgent language in L1 or L2.
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To promote the consumption of healthy food, an attempt was made to find out what type of advertisement would be most effective. It was investigated to what extent health-focused, basic, or indulgent language have an effect on the stimulation of healthy food consumption in L1 or L2 and to what extent language proficiency play a role in this. A 3x2 between-subjects design with type of description (health-focused, basic, indulgent) and language (L1 = Dutch, and L2 = English) was used in this study. The effectiveness of the advertisements was measured through the desire for food and the recall of the advertisements. In addition, language proficiency and language preference was taken into account. Findings showed that there was no significant effect of the type of description and language on the desire for food and the recall of the advertisement. In addition, language proficiency and language preference did not show to have any influences on the effectiveness of the advertisements. It can be concluded that there is no difference between the type of description and language used in advertisements that aims at promoting healthy food consumption, contributing to the domain of healthy food promotion in advertising research.
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