The impact of the foreign language effect on the persuasiveness of counter advertisements for e-cigarettes.
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2023-06-24
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en
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English as a lingua franca is often used by advertisers to increase the reach of their campaigns. However, previous research found a foreign language effect where messages in one’s first language are experienced as more emotional than in one’s second language (Caldwell-Harris & Aycicegi-Dinn, 2016). Emotions are found to be an important tool to increase the persuasiveness of a message (Dillard & Nabi, 2006; Jorgensen, 1996; Pavlenko, 2012; Petty & Briñol, 2014). Therefore, this study investigated if this foreign language effect occurs in counter advertisements for e-cigarettes and what kind of effect using a second language had on the persuasiveness of the message. This study also examined the role of emotional appeals in counter advertisements for e-cigarettes compared to informational appeals.
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