Emotional Message Appeal for Societal Issue in L1 & L2.
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2022-06-13
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en
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As the number of bilinguals across the world is increasing, and English as the lingua franca of the world has become a crucial part of international business, using English or the native language as a persuasion tool has become a relevant question. How English and Dutch differ in the persuasion of emotional social advertising appeals to bilinguals is yet to be determined. Therefore, this study investigated the perceived emotionality and effectiveness of emotional climate change messages on Dutch native speakers. In this study, 67 participants proficient in English assessed the perceived emotionality of a valenced message in Dutch or English. In addition, the participants also indicated their attitude toward climate change and intention to adopt a behaviour acting against climate change through a questionnaire. Previous studies argue that using a native language creates more emotions than a second language. However, this study's results suggest no significant differences in emotionality, attitude, and behavioural intention between a Dutch and an English appeal. As a result, governments and NGOs may also consider using English in emotional social advertising for proficient English users.
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