The effectiveness of meat reduction advertisements employing informational and emotional appeals in a foreign language versus a native language.

Simple item page
dc.contributor.advisorFelker, E.R.
dc.contributor.advisorBaranova, J.
dc.contributor.authorJong, F.F. de
dc.date.issued2021-06-07
dc.description.abstractThe aim of this study was to explore the effect of foreign versus native language use in persuasive appeals on the effectiveness of meat reduction advertisements among bilinguals. To study this effect, an experiment in the form of an online questionnaire was conducted in which native Dutch (with English as L2) participants were first showed one of six different persuasive appeals (informational, positive emotional or negative emotional in either Dutch or English) and, after that, asked about their attitude towards changing their meat-eating behaviour, intention to change their meat-eating behaviour, and perceived emotionality of the advertisement. The results of the study are contradictory to most previous research. The results showed that the language and type of appeal did not affect the participant’s attitude and intention. While the negative emotional appeal was rated as most emotional, there was no difference found in emotionality between informational and positive emotional appeals.en_US
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/13455
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationInternational Business Communicationen_US
dc.thesis.studyprogrammeBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.typeBacheloren_US
dc.titleThe effectiveness of meat reduction advertisements employing informational and emotional appeals in a foreign language versus a native language.en_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Jong, Fleur de 1026277-BaThesis.pdf
Size:
327.23 KB
Format:
Adobe Portable Document Format
Download
Collections
Faculteit der Letteren