Motieven van reclamemakers voor het gebruik van vreemde talen in reclames: interviews met reclamemakers
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2017-06-05
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nl
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Adverts displaying foreign languages (FLs) are a worldwide phenomenon. “Wir leben Autos”, “La vache qui rit” and “Because you’re worth it” are just a few examples of the many slogans in Dutch television commercials. It is suggested that FLs are used for their symbolic value but also to implicitly link to a country-of-origin. Previous research has suggested possible motives of advertisers for using foreign languages in their advertisement. However, research on motives from the perspective of the advertisers is lacking. Therefore, this study set out to examine the motives of advertisers on using FL in advertisements. In this study, 14 in-depth interviews were held with advertisers that displayed a FL in their advertisements. These interviews showed that advertisers most frequently use FL because: it adds an international aspect to their brand, the language is attractive, it conveys a certain experience and storytelling to the brand and or it fits their target group to use a specific language. Overall findings concur with the literature. It is suggested to further examine the motives of using FL in adverts from the perspective of the advertiser to add to the body of knowledge.
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