Damn! The effects of swearing in foreign language advertising.

Simple item page
dc.contributor.advisorMeurs, W.F.J. van
dc.contributor.advisorMeulen, M.S. van der
dc.contributor.authorMaren Diaz, P. van
dc.date.issued2020-06-08
dc.description.abstractThe 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.en_US
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/10428
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationInternational Business Communicationen_US
dc.thesis.studyprogrammeBachelor Communicatie- en Informatiewetenschappenen_US
dc.thesis.typeBacheloren_US
dc.titleDamn! The effects of swearing in foreign language advertising.en_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Maren Diaz van, Pablo 1004625 _Bachelor's Thesis.pdf
Size:
479.82 KB
Format:
Adobe Portable Document Format
Download
Collections
Faculteit der Letteren