The effect of English in advertisements in Egypt.
In international advertising multinational companies (MNC’s) are faced with an important decision about whether to standardize their advertising language to English or to adapt to local languages in non-native English countries. Previous studies in mainly Europe found no differences in effectiveness. The present study investigated the effect of the use of English, Arabic or mixed language in advertisements in Egypt on Egyptian customers’ attitude towards the product, text and advertisement and purchase intention and the influence of product price category, educational background and language proficiency. Findings showed a significantly higher purchase intention for English than for the Arabic and mixed language version. No differences between English and Arabic were found for the evaluation of the advertisement, text and product, while the mixed language advertisement was found to be evaluated significantly lower. S! ignifican t positive relationships between language attitudes towards English and symbolic values and advertisement evaluation were found. International advertising; Egypt; International Business Communication; attitudes; Business English as a Lingua Franca.
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