The effectiveness of meat reduction advertisements employing informational and emotional appeals in a foreign language versus a native language.
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2021-06-07
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en
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Abstract
The aim of this study was to explore the effect of foreign versus native language use in persuasive appeals on the effectiveness of meat reduction advertisements among bilinguals. To study this effect, an experiment in the form of an online questionnaire was conducted in which native Dutch (with English as L2) participants were first showed one of six different persuasive appeals (informational, positive emotional or negative emotional in either Dutch or English) and, after that, asked about their attitude towards changing their meat-eating behaviour, intention to change their meat-eating behaviour, and perceived emotionality of the advertisement. The results of the study are contradictory to most previous research. The results showed that the language and type of appeal did not affect the participant’s attitude and intention. While the negative emotional appeal was rated as most emotional, there was no difference found in emotionality between informational and positive emotional appeals.
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Faculteit der Letteren