The Effect of Slogan Translatability in Slogans for Dutch Consumers
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2020-06-08
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en
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Companies operating across different markets frequently use English as a language in their international advertising slogans. Research on foreign slogans has mainly focused on differences between English or local language slogans in terms of the perception consumers have of slogan difficulty and attitude towards product or brand. This study investigated the effect of slogan translatability on consumers’ attitudes towards the slogan and whether consumers use slogan translatability as a criterion to assess slogan difficulty. In a between-subjects design, 105 Dutch respondents evaluated four English slogans that were pretested as translatable or non-translatable. They were prompted to translate a specific word that manipulated slogan translatability (i.e. cognate or non-cognate words) and indicate their attitudes towards the slogan. Results showed slogan translatability had no effect in attitudes towards the slogan but showed the translation of a single word affects consumers’ evaluations of slogan difficulty.
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