English Use in Slogans

Abstract

The present study focused on the translatability of an English slogan into Dutch and its effect on consumers’ perception in terms of difficulty and attitude towards the slogan. The difficult comprehension of a foreign slogan may lead to dissatisfaction and therefore have a negative effect on consumer’s appreciation of the slogan (Hornikx et al., 2010). It is believed that when consumers evaluate slogans used by companies, their main focus is on the language used, as opposed to the content of the message itself (Lin & Wang, 2016). Therefore, one research question that was proposed for this topic was What is the effect of slogan translatability on consumers perception of slogan difficulty? and the second research question was What is the effect of translatability on the attitude towards the slogan? Both the pre-test and main experiment were conducted in the form on an online questionnaire created with Qualtrics.