The Effectiveness for the Dutch Consumer Market of English versus Dutch in Advertisements: the Influence of Local, Foreign, and Global Origins.
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2019-08-22
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en
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In this study, it is assumed that because of its status as a global language, English is expected to be used in global advertising as part of the global consumer culture positioning (GCCP) or as COO marker as part of foreign consumer culture positioning (FCCP). In contrast, it is expected that the local language is used within local boundaries in accordance with the local consumer culture positioning (LCCP). Based on these assumptions, this study examined the effectiveness of the use of English compared to Dutch in advertising when the ads are targeted at Dutch consumers and the advertised products are luxury products of either local (Dutch), foreign (British), or global origins. In the experiment, 211 participants evaluated three ads in which they viewed three different luxury products of either Dutch, British, or global origins. The language of the ads was either fully in Dutch or partially in English. The participants filled out an online questionnaire that was used to determine their attitude towards the ad, their attitude towards the product, and their purchase intention. The results of this study did not confirm the assumptions. Instead, they indicated that there were no differences in the effect of the use of English versus Dutch in advertisements among Dutch consumers regardless of origin of the product. These findings may be explained by the answers to an open-ended question which suggested that the visual design of the ads perhaps attracted more attention than the text and language of the ads. Another possible explanation is that English has become so common in the Netherlands that Dutch and English are evaluated the same resulting in no differences in the effectiveness of the languages.
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Faculteit der Letteren