The impact of the foreign language effect on the persuasiveness of counter advertisements for e-cigarettes.

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dc.contributor.advisorMeurs, W.F.J. van
dc.contributor.advisorXiao, H.L.
dc.contributor.authorScheijvens, V.
dc.date.issued2023-06-24
dc.description.abstractEnglish 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.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/15194
dc.language.isoen
dc.thesis.facultyFaculteit der Letteren
dc.thesis.specialisationspecialisations::Faculteit der Letteren::Bachelor Communicatie- en Informatiewetenschappen::International Business Communication
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Letteren::Bachelor Communicatie- en Informatiewetenschappen
dc.thesis.typeBachelor
dc.titleThe impact of the foreign language effect on the persuasiveness of counter advertisements for e-cigarettes.

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