Effects of Translatable and Untranslatable English slogans on Dutch consumers.
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Due to globalization, use of English has been considered as an important role in advertising over the globe. Studies have shown frequent use of English slogans in advertising, but little is known about effects of translatability of English slogans on attitude towards the slogans. This paper reports on a study that investigated effects of translatable and untranslatable English slogans on native Dutch speakers with regard to attitude towards the slogans. In an experiment, 105 native Dutch speakers evaluated translatable and untranslatable English slogans based on a between-subject design, in which they were assigned randomly to either one of two groups of slogans. Findings revealed that translatable English slogans were perceived as easier to understand than untranslatable English slogans, but there was no difference on the attitude towards the two groups of slogans. Thus, an easy-to-understand English slogan does not necessarily elicit a positive attitude from Dutch consumers. In conclusion, Dutch consumers have roughly equal attitude towards the translatable and untranslatable English slogans, which indicates that English delivers a symbolic value.
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