Using a Local Language In Advertisements Is More Effective To Persuade Bilingual Consumers

Introduction

Advertisement is a form of mass communication closely linked with the world of commerce and marketing. It has been shown that language choice is crucial in creating successful advertisements (De Run, 2006; Nayak, 2002). In order to have a good advertising message, language used in the advertisement must be able to achieve the advertising objective and change consumer attitudes (Asmah, 1988; De Run, 2006). Since advertisements are part of information communication, language is likely to be thought as highly influential (De Run, 2004, , 2006; Marcella & Davies, 2004). Advertising may be considered a form of persuasive communication that promotes market goods and services. Advertising companies engage in informing, persuading, and prompting consumer awareness of the value propositions of particular products and services. Institutional advertising in any media demands payment—it is not personal, advertising's task is to identify the sponsoring company and/or the advertised product or services.

Language refers to a arrangement of symbols that is acclimated to acquaint advice and ability (De Run, 2006; Gardiner & Kosmitzki, 2002). It is the arch agency by which advice takes abode and by advice stored. Language is as well a lot of direct, immediate, and yet culture-bound agency of advice (De Run, 2006; Swift, 1991). It is difficult to acquaint beyond ability compared to aural ability itself, yet it allows for an adjustment of compassionate and communicating with added cultures (Delozier, 1976; Terpstra, 1983).

Problem Statement

The effect of using three different language formats in ads i.e. using the local language of the country in ads, using a second language that is popular in that country in ads, and using a bilingual format in ads.

Thesis Statement

“To assess the effectiveness of local language in pursuading bilingual consumers”

Discussion

Using the local language of the country in ads

The exclusive use of a local language indexes local pride and patriotism; the exclusive use of English indexes globalization. However, the majority of ads in this researcher's corpus (as in those encountered in other contexts and introduced above) freely mix English with a local language, or local languages. Advertisers in all these countries have created their own modes of and standards for using and mixing English.

Using a second language in ads

More recently, cross-cultural communication research has suggested that language choice can be related to ad effectiveness through ease of processing. In this regard, Luna and Peracchio (1999, 2001) find that it is preferable to advertise to bilinguals in their first/native language not because of any social or cultural considerations but simply because second-language words are more difficult to process for bilinguals.

Using a bilingual format in ads

When targeting bilingual consumers, advertisers have a choice to advertise in a bilingual's native language or in the country's dominant language. Within the Hispanic community in the United States, for example, Kellogg has a choice to advertise Frosted Flakes in English or in Spanish. But which is the better choice and why? This research considers whether the choice of language in advertising ...