Eleventh Global Studies Conference

Abstract

In international advertising, a foreign language is often used for symbolic purposes. Every language is associated with some characteristic, although the listener doesn’t necessarily understand it. In this research, we wish to check if the language, as cultural conveyor, moderates the characteristics associated with the slogan. This study analyzes which characteristics are associated with languages studies, with what sector of production the languages are associated, and what image of the company is generated through the language. In order to achieve this objective, we chose a between-subjects experimental design, using four independent variables and three languages, namely Italian (L1), Turkish (L2), and Russian (L3). We designed a slogan (only with audio) and translated it into the different languages. The total sample exposed to the slogan is composed of 184 subjects. The results show that the most identified language is also the one best associated with certain production sectors, which is most associated with positive characteristics of the advertising message, and the one that therefore better projects a favorable image of the advertising company. This provides business solutions in the field of advertising and the use of foreign languages to boost the effectiveness and persuasion of it.

Presenters

Juan Miguel Alcántara-Pilar
Associate professor, Marketing, University of Granada, Ceuta, Spain

Alvaro J. Rojas-Lamorena

Iván Manuel Sánchez-Duarte
Student (research scholarship), marketing research and marketing department, University of Granada, Faculty of Education, economy and technology of Ceuta, Spain

María Eugenia Rodríguez-López
Assistant professor, Marketing and market research, Universidad de Granada, Spain