The influence of language proficiency and global identity on the global perceptions of English advertisements.
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2024-08-30
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en
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This research aims to investigate the relationship between English language proficiency and global perceptions of advertisements, while also exploring whether an individual's global identity mediates this relationship. A sample of 111 respondents was exposed to both English and Dutch advertisements, with their language proficiency and perceptions measured using standardized scales. The results indicate that English advertisements evoked higher global perceptions compared to Dutch advertisements. Additionally, higher English proficiency predicted a stronger global identity among respondents. However, the study did not find significant mediation effects of global identity on the relationship between English proficiency and global perceptions. This suggests that while language proficiency directly influences global perceptions, global identity does not significantly alter this relationship. These findings highlight the influence of language on global perceptions in advertising, focusing uniquely on the perspective of the receiver rather than the sender. The results suggest implications for marketing strategies targeting international audiences, highlighting the importance of language choice in shaping consumer perceptions.
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