The influence of language on the attitudes of Spanish-speaking people towards advertisements in English versus Spanish, and the role of the self-assessed proficiency in the second language.
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2025-06-18
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en
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Attitudes of Spanish-speaking participants towards advertisements in their L1 (Spanish) and their L2 (English) were measured in terms of attitude towards the advertisements, attitude towards the product, and intention to buy the product. Furthermore, the influence self-assessed proficiency and also whether this had an influence on the perceived emotionality of the language was examined. A two factorial (language of the ad: English or Spanish, level of proficiency: low or high) was used. Participants were divided between the two languages of the advertisements and were asked questions regarding their attitudes, self-assessed proficiency and the perceived emotionality of Spanish in comparison to English. The results indicated that there were no significant differences in the perceptions of Spanish versus English advertisements, that proficiency did not have an influence on these perceptions and the perceived emotionality. The L1 was found to be perceived as more emotional than the L2.
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