Damn! The effects of swearing in foreign language advertising.
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2020-06-08
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en
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The aims of the present thesis were to identify the effects of the use of swearwords in advertising and to what extent the perception of swearing in advertising in a consumer’s native or foreign language influences those effects. The analyses showed that there were no significant differences in the appreciation of the advertisements between the different conditions. However, the emotional response towards advertisements containing non-swear words was found to be significantly stronger. The results of the tests could be explained by the participant’s perceived offensiveness of the advertisements with swear words, as statistical tests showed that perceived offensiveness is significate negative predictor for ad and product attitude and emotional response.
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Faculteit der Letteren