The Influence of Ad Appeal and Language on Ad Effectiveness: An Eye-Tracking Experiment.
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2023-06-30
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en
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Consumers are exposed to a multitude of advertisements daily across various media platforms. Advertisers face the challenge of standing out and capturing the interest of their target audience. To address this, advertisers need to develop strategies that effectively engage consumers. However, to create impactful advertising campaigns, it is crucial to understand how consumers process and respond to ads. Therefore, this study examines the effects of advertisement appeal and language on processing fluency and ad effectiveness in females.
Emotional and rational ad appeals were presented in both participants' native language (Dutch) and their second language (English). The study utilized a mixed methods approach, combining eye tracking and a questionnaire as means of data collection. Emotional ads in Dutch consistently demonstrated lower fixation and dwell time percentages compared to emotional English ads and rational ads in both English and Dutch, indicating that emotional appeals in Dutch require less cognitive effort. Rational ads in English consistently exhibited higher fixation and dwell time percentages, suggesting that they require more cognitive processing. Emotional appeals in the participants' native language (Dutch) generated more positive attitudes towards the ad and greater purchase intention compared to the other conditions. However, no significant differences were found in attitudes towards the product. The findings suggest that emotional appeals in the native language are more effective and elicitid favorable responses from viewers. Processing times plays a role in shaping consumers' intentions to make a purchase, particularly when emotional appeals and the Dutch language are employed. Thus, advertisers can leverage emotional appeals in their native language to create more persuasive advertisements. The findings contribute to the understanding of effective advertising strategies and can guide future practices in the evolving advertising landscape.
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