Choose or you lose - The Attitude of Portuguese Consumers towards different Language Strategies in Fashion Advertising.
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2018-08-16
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en
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Different language use in advertising is important to consider when making international marketing strategies, because it could have an effect on the consumer’s attitude (Krishna & Ahluwalia, 2008). Especially when using English language in advertising in a non-native English speaking country such as Portugal, with relatively low proficiency in English compared to other European countries. Moreover, there could be differences between young and old consumers as well. This study investigated to what extent language use played a role in the effectiveness of the advertisement among Portuguese consumers and whether there was a difference between young and old consumers. Furthermore, it was also investigated whether the consumers’ comprehension of English and attitude towards English influenced the effectiveness of the advertisement and if there was a difference between the two age groups. To measure the effectiveness of language use in advertising in Portugal, a 3 x 2 x 2 between-subject design was used. The independent variables were language (English, Portuguese or mix), age group (young vs. old) and country of residence (Portugal or abroad). The effectiveness of the advertisements was measured in terms of attitude towards the product, attitude towards the advertisement and purchase intention as dependent variables. Moreover, two extra variables were measured to find out whether they had an influence on the effectiveness of the advertisement as well, namely comprehension of English and attitude towards English. The results of the present study indicated that language, age and country of residence had little influence on the effectiveness of the advertisements. The results showed that young consumers aged between 18 and 35 years old had a more negative attitude towards the advertisement and a lower purchase intention when the advertisement contained Mix language compared to the all-English or all-Portuguese ads. No differences were found between the English and Portuguese versions. Therefore, when advertising to young Portuguese consumers, it is advised
to opt for either English or Portuguese language use, but not use a mixed language strategy. Moreover, consumers who had good comprehension of English had a more positive attitude towards the product. Hence, comprehension of English is found to some extent to play a role in the effectiveness as well. More research is necessary on different language use in advertising in Portugal to determine effective advertising strategies.
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