Can age determine whether the use of English as a foreign language in Dutch charity advertising is effective?
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2025-06-18
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en
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Abstract
Age can be an essential consumer characteristic to consider in marketing, as well as the
language that is used. For charity advertising, the emotionality of advertisements is crucial to reach advertising goals. This study focuses on the potential influence of age on the
effectiveness of charity advertising in English (as a foreign language) in the Netherlands. In
the between-subjects experiment, participants were asked to express their attitude and
donation intention towards and comprehension of a Dutch (first language) or English (foreign language) advertisement, and how emotional the advertisement was to them. The results showed no clear effect of language (Dutch or English) or age on the attitude and donation intention of the participants and the comprehensibility and emotionality of the advertisement. Concluded is that age is not essential for determining whether English in Dutch charity advertising is effective, since both languages proved to be mostly equally (in)effective regardless of age.
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