Linguistics and marketingThe effect of foreign languages in advertising messages

  1. Juan Miguel Alcántara Pilar 1
  2. Iván Manuel Sánchez Duarte 1
  3. María Bermúdez Martínez 1
  4. María Eugenia Rodríguez López 1
  1. 1 University of Granada, Ceuta (Spain)
Journal:
Tourism & Management Studies

ISSN: 2182-8466 2182-8458

Year of publication: 2024

Volume: 20

Issue: 1

Pages: 79-89

Type: Article

DOI: 10.18089/TMS.20240106 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Tourism & Management Studies

Sustainable development goals

Abstract

In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to selectfive languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was created and translated into these languages. Native Spanish-speaking participants listened to the message in a foreign language and responded to inquiries about the advertised firm. The findings clearly demonstrate that recognising the language significantly impactsboth company image and WOM. This underscores the nuanced role of language in shaping perceptions in international advertising. The study provides valuable insights into effective language choices for global advertising strategies, emphasising the necessity of linguistic considerations beyond mere comprehension. Recognising and leveraging the symbolic nature of languages can profoundly influence consumer perceptions and communication strategies across diverse linguistic contexts, contributing to the overall effectiveness of internationaladvertising campaigns.

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