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)
Revue:
Tourism & Management Studies

ISSN: 2182-8466,  2182-8458

Année de publication: 2024

Volumen: 20

Número: 1

Pages: 79-89

Type: Article

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

D'autres publications dans: Tourism & Management Studies

Objectifs de Développement Durable

Résumé

En la publicidad internacional, los idiomas extranjeros a menudo cumplen propósitos simbólicos, cada uno asociado con características distintivas. Este estudio explora si el reconocimiento del idioma en mensajes publicitarios influye en la imagen percibida y el boca a boca (Word-of-Mouth, WOM) para la empresa. Utilizando un diseño experimental entre sujetos, seleccionamos cinco idiomas como variables independientes: italiano, turco, ruso, inglés y francés. Se creó un mensaje publicitario exclusivamente auditivo para una empresa ficticia y se tradujo a estos idiomas. Participantes de habla hispana nativa escucharon el mensaje en un idioma extranjero y respondieron a preguntas sobre la empresa anunciada. Los hallazgos demuestran claramente que el reconocimiento del idioma tiene un impacto significativo tanto en la imagen de la empresa como en el WOM. Esto destaca el papel matizado del idioma en la formación de percepciones en la publicidad internacional. El estudio proporciona perspicacias valiosas sobre elecciones de idioma efectivas para estrategias publicitarias globales, haciendo hincapié en la necesidad de consideraciones lingüísticas más allá de la mera comprensión. Reconocer y aprovechar la naturaleza simbólica de los idiomas puede influir profundamente en las percepciones del consumidor y las estrategias de comunicación en contextos lingüísticos diversos, contribuyendo a la efectividad general de las campañas publicitarias internacionales.

Références bibliographiques

  • Agheyisi, R., & Fishman, J. A. (1970). Language Attitudes Studies. A Brief Survey of Methodological Approaches. Anthropological Linguistics, 12, 137-157.
  • Alcantara-Pilar, J.M., Sánchez-Duarte, I. M., Rodríguez-López, M. E., & Abarkane Abdel-Lah, S. (2023). The linguistic fetish in multilingual advertising: an audio message translated into seven foreign languages. Journal of Marketing Communications, 1-15. https://doi.org/10.1080/13527266.2023.2283047
  • Alcántara-Pilar, J.M., del Barrio-García, S., Crespo-Almendros, E., & Porcu, L. Alcántara-Pilar, J. M., del Barrio-García, S., Crespo-Almendros, E., & Porcu, L. (2017). A Review of Psycho-Linguistics vs. Socio-linguistics Theories: An Application to Marketing Research. In Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 1-30). IGI Global. https://doi.org/10.4018/978-1-5225-1793-1.ch001
  • Alcántara-Pilar, J. M., Del Barrio-García, S., & Porcu, L. (2013). A cross-cultural analysis of the effect of language on perceived risk online. Computers in Human Behavior, 29(3), 596-603. https://doi.org/10.1016/j.chb.2012.10.021
  • Alm, C. O. (2003). English in the Ecuadorian commercial context. World Englishes, 22(2), 143-158. https://doi.org/10.1111/1467-971X.00284
  • Bachman, L. F. (1990). Fundamental considerations in language testing. Oxford: Oxford University Press.
  • Bachman, L. F., & Palmer, A. S. (1996). Language Testing in Practice. Oxford: Oxford University Press.
  • Blanco Salgueiro, A. (2017). La relatividad lingüística (Variaciones filosóficas). Madrid: Akal.
  • Burgoon, M., Denning, V. P., & Roberts, L. (2002). Language expectancy theory. In The persuasion handbook: Developments in theory and practice (pp. 117-136). https://doi.org/10.1002/9781119678816.iehc0662
  • Celce-Murcia, M.; Dörnyei, Z. & Turrell, S. (1995). A pedagogically motivated model with content specifications. Issues in Applied Linguistics, 6(2), 5-35.
  • Canale, M., & Swain, M. (1980). Theoretical bases of communicative approaches to second language teaching and testing. Applied Linguistics, 1(1), 1-47. https://doi.org/10.1093/applin/I.1.1
  • Canale, M. (1983). From communicative competence to communicative language pedagogy. In Language and Communication (pp. 2-27). https://doi.org/10.4236/ajc.2022.103018
  • Edwards, J. R. (1982). Language attitudes and their implications among English speakers. In Attitudes towards language variation. Social and applied contexts (pp. 2-33). London: E. Arnold. https://doi.org/10.4236/ojml.2017.72013
  • Emmendoerfer, M., de Almeida, T. C., Richards, G., & Marques, L. (2023). Co-creation of local gastronomy for regional development in a slow city. Tourism & Management Studies, 19(2), 51-60. https://doi.org/10.18089/tms.2023.190204
  • Gerritsen, M. (1995). English advertisement in the Netherlands, Germany, France, Italy, and Spain. In Uniqueness in unity: The significance of cultural identity in European cooperation (pp. 324-341). Praag: Envirostress.
  • Giles, H., Bourhis, R., & Davis, A. (1979). Prestige speech styles: The imposed norm and inherent value hypothesis. In Language and society: Anthropological Issues (pp. Not specified). La Haya: Mouton.
  • Gumperz, J. J., & Levinson, S. C. (Eds) (1996). Rethinking Linguistic Relativity. Cambridge: Cambridge University Press.
  • Haarmann, H. (1989). Symbolic values of foreign language use: From the Japanese case to a general sociolinguistic perspective (Vol. 51). Berlin: Walter de Gruyter.
  • Hornikx, J., van Meurs, F., & Hof, R. J. (2013). The effectiveness of foreign-language display in advertising for congruent versus incongruent products. Journal of International Consumer Marketing, 25(3), 152-165. https://doi.org/10.1080/08961530.2013.780451
  • Hornikx, J., & Starren, M. (2006). The relationship between the appreciation and the comprehension of French in Dutch advertisements. In R.M.J. Crijns, C.F. Burgers (Eds.) Werbestrategien in Theorie und Praxis: Sprachliche Aspekte von deutschen und niederländischen Unternehmensdarstellungen und Werbekampagnen (pp. 129-145). Germany: Attikon Verlag.
  • Hornikx, J., & van Meurs, F. (2015). Foreign language display in advertising from a psycholinguistic and sociolinguistic perspective: A review and research agenda. In Analysing the cultural diversity of consumers in the global marketplace (pp. 299-319). IGI-Global. https://doi.org/10.4018/978-1-4666-8262-7.ch014
  • Hornikx, J., & van Meurs, F. (2017). Foreign languages in advertising as implicit country-of-origin cues: Mechanism, associations, and effectiveness. Journal of International Consumer Marketing, 29(2), 60-73. https://doi.org/10.1080/08961530.2016.1243996
  • Hornikx, J., van Meurs, F., & Hof, R. J. (2013). The effectiveness of foreign-language display in advertising for congruent versus incongruent products. Journal of International Consumer Marketing, 25(3), 152-165. https://doi.org/10.1080/08961530.2013.780451
  • Hornikx, J., van Meurs, F., & Starren, M. (2007). An empirical study on readers’ associations with multilingual advertising: The case of French, German, and Spanish in Dutch advertising. Journal of Multilingual and Multicultural Development, 28(3), 204–219. https://doi.org/10.1007/978-3-030-31691-4_1
  • Hymes, D. (1971). On communicative competence. In Sociolinguistics. Selected Readings (pp. 269-293). Harmondsworth: Penguin.
  • Iglesias Casal, I. (1998). Diversidad cultural en el aula de E/LE: la interculturalidad como desafío y como provocación. In La enseñanza del español como lengua extranjera: del pasado al futuro. Actas del VIII Congreso Internacional de ASELE (pp. 463-472). Madrid: Universidad de Alcalá.
  • Kelly-Holmes, H. (2000). Bier, parfum, kass: Language fetish in European advertising. European Journal of Cultural Studies, 3, 67–82. DOI: https://doi.org/10.1177/a010863
  • Kelly-Holmes, H. (2005). Advertising as multilingual communication. New York: Palgrave Macmillan.
  • Li, C., & Kalyanaraman, S. (2012). What if web editorial content and ads are in two different languages? A study of bilingual consumer´s online information processing. Journal of Consumer Behaviour, 11(3), 198–206. https://doi.org/10.1002/cb.1371
  • Liébana-Cabanillas, F., Alcántara-Pilar, J. M., Singh, N., & Pavluković, V. (2023). Overview of the adoption of online food ordering services in Spain and India. An analytical approach based on the Stimulus-Organism-Response Model. International Journal of Human–Computer Interaction, 1-15. https://doi.org/10.1080/10447318.2023.2201550
  • Martin, E. A. (1998). Code-mixing and imaging of America in France: The genre of advertising. Doctoral dissertation, University of Illinois at Urbana-Champaign, USA.
  • Miquel, L., & Sans N. (1992). El componente cultural: un ingrediente más en las clases de lengua. Cable, 9, 15-21.
  • Molinsky, A. (2007). Cross-cultural code-switching: The psychological challenges of adapting behavior in foreign cultural interactions. Academy of Management Review, 32(2), 622–640. https://doi.org/10.5465/AMR.2007.24351878
  • Morales, A. C., Scott, M. L., & Yorkston, E. A. (2012). The role of accent standardness in message preference and recall. Journal of advertising, 41(1), 33-46. https://psycnet.apa.org/doi/10.2753/JOA0091-3367410103
  • Moreno Fernández, F. (2009): Principios de sociolingüística y sociología del lenguaje. Barcelona: Ariel.
  • Oliveras Vilaseca, A. (2000). Hacia la competencia intercultural en el aprendizaje de una lengua extranjera: Estudio de choque cultural y los malentendidos. Madrid: Edinumen.
  • Rodríguez-López, M. E., Alcántara-Pilar, J. M., & del Barrio-García, S. (2023). Individual cultural values as determinants of the attitudinal process in the restaurant: a different perspective for understanding brand equity formation. Tourism & Management Studies, 19(1), 49-57. https://doi.org/10.18089/tms.2023.1901
  • Petrof, J. V. (1990). L'utilisation des langues étrangères comme moyen d'augmenter l'efficacité de la publicité: une approche expérimentale. Recherche et Applications en Marketing (French Edition), 5(2), 1-16. https://doi.org/10.1177/076737019000500201
  • Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2), 135-146. https://doi.org/10.1086/208954
  • Piller, I. (2001). Identity constructions in multilingual advertising. Language in society, 30(2), 153-186. https://doi.org/10.1017/S0047404501002019
  • Piller, I. (2003). Advertising as a site of language contact. Annual Review of Applied Linguistics, 23, 170-183. https://doi.org/10.1017/S0267190503000254
  • Puntoni, S., de Langhe, B., & Van Osselaer, S. M. (2008). Bilingualism and the emotional intensity of advertising language. Journal of Consumer Research, 35(6), 1012-1025. https://doi.org/10.1086/595022
  • Ray, N. M., Ryder, M. E., & Scott, S. V. (1991). Toward an understanding of the use of foreign words in print advertising. Journal of International Consumer Marketing, 3(4), 69-98. https://doi.org/10.1300/J046v03n04_06
  • Sánchez-Duarte, I. M., & Alcántara-Pilar, J. M. (2017). El efecto del reconocimiento del idioma en un eslogan publicitario sobre la actitud hacia la imagen de una empresa. In Investigación e innovación en el ámbito universitario (pp. 229-241). Madrid: EOS Universitaria.
  • Sapir, E. (1956). Culture, language and personality. Select essays. Berkeley: University Press.
  • Weijters, B., Puntoni, S., & Baumgartner, H. (2017). Methodological issues in cross-linguistic and multilingual advertising research. Journal of Advertising, 46(1), 115-128. https://doi.org/10.1080/00913367.2016.1180656
  • Worf, B.L. (1939). The relation of habitual thought and behavior to language. In B. L. Worf (1972), Language, thought and reality [1956], Cambridge, Mass: MIT Press, pp. 134-159. (Spanish edition: La relación del pensamiento y el comportamiento habitual con el lenguaje, in B. L. Worf (1970): Lenguaje, pensamiento y realidad pp.155-183. Barcelona: Barral.)
  • Yilmaz, A. A., & Konaklioglu, E. (2022). Leadership styles and their effect on employees: a comparative study of two Mediterranean tourism destinations. Tourism & Management Studies, 18(2), 51-59. https://doi.org/10.18089/tms.2022.180204
  • Zeithaml, V.A., Berry, L.L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 31-46. https://doi.org/10.1177/002224299606000203
La source de données: Dialnet