What is the effect of foreign language use for emotional and informational appeals on the effectiveness of meat reduction advertisements among bilinguals?
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2021-06-07
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en
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In this study the question “What is the effect of foreign language use for emotional and informational appeals on the effectiveness of meat reduction advertisements among bilinguals?” is answered. Wherein language of the advertisement (English and Dutch) and appeal of the advertisements (informational, negative emotional, positive emotional) were manipulated in an experiment to measure whether participants reacted differently to these advertisements. The participants were shown one of the six advertisements in a survey and were asked questions wherein the dependent variables (intention to reduce meat, attitude towards meat reduction, and perceived emotionality) where measured to look at the effectiveness of the advertisement. The language of the advertisement did not have a significant effect on the effectiveness of the advertisement in this research. The appeal of the advertisement did only have a significant effect on the perceived emotionality, and this was only found for the negative emotional advertisement. On the other two dependent variables there was found no significant effect of the appeal of the advertisement in this research.
Keywords: foreign language, bilingual, advertisement, appeal, emotional, informational
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