Accentedness in Radio Advertising: A Study of Regional Product- and Service Commercials.

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dc.contributor.advisorBehnke, G.
dc.contributor.advisorStarren, M.B.P.
dc.contributor.authorSmeets, E. L. T.
dc.date.issued2017-06-05
dc.description.abstractMultilingual advertising has been used more and more in recent years, but it does not seem to always be equally effective. Various concepts are of influence to this effectiveness. In the present study, a Dutch regional accent variety vs. standard Dutch were tested in in the context of a region-congruent service or product commercial. A group of 185 Dutch participants rated the commercials in a between-subject design. Attitude towards the commercial and the product/service, purchase intention and speaker competence and warmth were measured. Results suggested that the service commercial was nearly always rated lower on all dependent variables than the product commercial. This might be due to the fact that the chosen product is well-known in the Netherlands, and the service was made up. Contrasting with previous research, no difference was found between the two accents.en_US
dc.identifier.urihttp://theses.ubn.ru.nl/handle/123456789/4754
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.studyprogrammeBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.typeBacheloren_US
dc.titleAccentedness in Radio Advertising: A Study of Regional Product- and Service Commercials.en_US
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