To what extent does the presence of a foreign language influence the persuasiveness of the advertisement between the affective and informative product type?
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2021-06-07
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en
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Communication in advertising has changed rapidly due to the globalisation of the world. Many marketing campaigns have become standardized, using English advertisements in multiple (non-English-speaking) countries. Furthermore, advertising can appeal to the audience in different ways, which can be mapped to the thinking-feeling dimension from the FCB-grid (Vaughn, 1986). For this research, the effect of language on the informative product type (thinking) and the affective product type (feeling) was investigated in terms of emotionality, attitude towards the advertisement, and purchase intention. Dutch participants were asked to evaluate two advertisements, that were either in English or Dutch, in terms of emotionality, attitude towards the advertisement, and purchase intention. The results of statistical analysis showed that a difference in language led to no significant changes with regard to perceived emotionality and purchase intention but did show that the native language was preferred over English. Furthermore, affective products were deemed more emotional than informative products and the affective product type advertisements were liked better than the informative product type advertisements. Language and product type did not result in a change in purchase intention.
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