De lekkerste soep, door oma gemaakt of Die leckerste Suppe wie Oma sie macht. Which slogan will affect people the most? An experimental study on the effect of foreign language on emotions and reasoning in advertising.
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2023-06-24
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en
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Abstract
The focus of this study is to investigate whether the Foreign Langue Effect and mode
(auditory or written) impacts people’s reaction and emotions in an advertising context.
Previous research has been done on the FLE and emotion in moral dilemmas (Costa et al.,
2014, Mækelæ & Pfuhl,2019), but only one study on FLE on emotion in an advertising
context (Puntoni et al.,2009). Therefore, the following question arises: Does a slogan in a
native language influence the consumer more emotionally than in a foreign language and is
this related to media richness and reasoning?
The hypotheses were that a slogan in L1 would be perceived as more emotional than a
slogan in a L2, auditory mode of an ad would be more emotional and persuasive than a
written ad and the last hypothesis was that people would make a more rational decision in an
L2 about an emotional slogan.
Dutch participants were presented with either 2 Dutch written ads, 2 Dutch auditory
ads, 2 German written ads or 2 German auditory ads. Low-involvement products were used.
The results of the experiment showed that a foreign language did not have an
influence on attitude towards ad, attitude towards product, purchase intention, emotionality
towards ad, general reasoning, and general reduced emotionality, except reasoning with
respect to the ad and comprehensibility. The participants understood the audio ads better and
especially the Dutch audio ads and participants had thought more about the German ads.
To conclude, the FLE on emotion has not been found when comparing German and
Dutch written and auditory ads. Media richness did influence comprehensibility and language
(L2) did influence reasoning.
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