The Effects of Native, Foreign-Accented and Foreign Slogans in Radio Commercials.

Abstract

In commercials, foreign language slogans and foreign-accented slogans are often employed to associate a product with favourable aspects of a Country of Origin (COO). When a customer evaluates the COO positively, the product originating from that country would be evaluated more positively as well. Until now, the effects of using foreign, foreign-accented or native language slogans have never been compared. Therefore, the aim of this study was to examine the differences in effect of the use of native, foreign-accented and foreign slogans on the attitudes towards the commercial, slogan, product and purchase intention.

Keywords: Foreign Language Slogans; Foreign-Accented Slogans; Country of Origin; Radio Commercials; Congruence; International Advertising