Article published In:
Dutch Journal of Applied LinguisticsVol. 4:1 (2015) ► pp.1–5
Non-nativeness in communication
Use and effects of foreign languages in advertising
One of the linguistic consequences of globalization is the increase in the number of people communicating with each other in a language that is not their own. Studies have started to examine how non-nativeness affects people in their production and evaluation of discourse. This special interest section brings together a collection of empirical papers in a particular domain of non-nativeness in communication, that is, the use and effects of foreign languages in job and product advertisements. These papers investigate how the use of foreign languages is appreciated by non-native users, what determines the occurrence of foreign languages, how recall of foreign languages compares to the recall of L1 advertising, and whether foreign languages attract the readers’ curiosity. Together, these papers demonstrate the growing academic interest in non-nativeness in communication.
Keywords: foreign language display, lingua franca, non-nativeness, advertising
References (22)
Agrawal, M
(1995) Review of a 40-year debate in international advertising: Practitioner and academician perspectives to the standardization/adaptation issue. International Marketing Review, 121, 26–48. 
Bargiela-Chiappini, F., Nickerson, C., & Planken, B
(2013) Business discourse (2nd ed.). New York: Palgrave Macmillan.
De Groot, E.B., Korzilius, H., Nickerson, C., & Gerritsen, M
(2006) A corpus analysis of text themes and photographic themes in managerial forewords of Dutch-English and British annual general reports. IEEE Transactions on Professional Communication, 491, 217–236.
Eastman, C.M., & Stein, R.F
(1993) Language display: Authenticating claims to social identity. Journal of Multicultural and Multilingual Development, 141, 187–202.
Gerritsen, M., Korzilius, H., Van Meurs, F., & Gijsbers, I
(2000) English in Dutch commercials: Not understood and not appreciated. Journal of Advertising Research, 401, 17–31.
Gerritsen, M., Nickerson, C., Van Hooft, A., Van Meurs, F., Korzilius, H., Nederstigt, U., Starren, M., & Crijns, R
(2010) English in product advertisements in non-English-speaking countries and Western Europe: Product image and comprehension of the text. Journal of Global Marketing, 231, 349–365.
Gerritsen, M., Nickerson, C., Van Hooft, A., Van Meurs, F., Nederstigt, U., Starren, M., & Crijns, R
(2007) English in product advertisements in Belgium, France, Germany, the Netherlands, and Spain. World Englishes, 261, 291–315.
Haarmann, H
(1989) Symbolic values of foreign language use: From the Japanese case to a general sociolinguistic perspective. Berlin: Mouton de Gruyter.
Hornikx, J., & Mulder, E
(2015) The curiosity-evoking capacity of foreign languages in advertising. Dutch Journal of Applied Linguistics, 4:1, 59–66.
Hornikx, J., & O’Keefe, D.J
(2009) Adapting consumer advertising appeals to cultural values: A meta-analytic review of effects on persuasiveness and ad liking. Communication Yearbook, 331, 38–71.
Hornikx, J., & Starren, M
(2006) The relationship between the appreciation and the comprehension of French in Dutch advertisements. In R. Crijns & C. Burgers (Eds.), Werbestrategien in Theorie und Praxis: Sprachliche Aspekte von deutschen und niederländischen Unternehmensdarstellungen und Werbekampagnen (pp. 129–145). Tostedt: Attikon.
Kankaanranta, A., & Planken, B
(2010) BELF competence as business knowledge of internationally operating business professionals. Journal of Business Communication, 471, 380–407.
Kelly-Holmes, H
(2005) Advertising as multilingual communication. New York: Palgrave MacMillan.
Krishna, A., & Ahluwalia, R
(2008) Language choice in advertising to bilinguals: Asymmetric effects for multinationals versus local firms. Journal of Consumer Research, 351, 692–705.
Micu, C.M., & Coulter, R.A
(2010) Advertising in English in nonnative English-speaking markets: The effect of language and self-referencing in Romania on ad attitudes. Journal of East-West Business, 161, 67–84.
Nejjari, W., Gerritsen, M., Van der Haagen, M., & Korzilius, H
(2012) Responses to Dutch-accented English. World Englishes, 311, 248–267.
Nickerson, C
(2005) English as a lingua franca in international business contexts. English for Specific Purposes, 241, 367–380.
Piller, I
(2000) Multilingualism and the modes of TV advertising. In F. Ungerer (Ed.), English media texts past and present: Language and textual structure (pp. 263–279). Amsterdam: John Benjamins.
Raedts, M., & Dupré, N
(2015) De doeltreffendheid van een Italiaanse versus Nederlandse slagzin in een Italiaanse wijnreclame. Dutch Journal of Applied Linguistics, 41 [aanvullen!].
Santello, M
(2015) Advertising to Italian English bilinguals in Australia: Attitudes and response to language selection. Applied Linguistics, 361, 95–120.
Van Meurs, F., Korzilius, H., & Bergevoet, L
(2015) English words and phrases in Dutch job advertisements: Do they function as peripheral persuasion cues? Dutch Journal of Applied Linguistics, 4:1, 21–38.
Zenner, E., Speelman, D., & Geeraerts, D
(2015) English-only job advertising in the Low Countries: The impact of job-related and company-related predictors. Dutch Journal of Applied Linguistics, 4:1, 6–20.
Cited by (1)
Cited by 1 other publications
Mundel, Juan, Yadira Nieves-Pizarro, Douglas Wickham & Melinda Aiello
2019. Malvinas/Falkland Islands War: a look into ads. Journal of Historical Research in Marketing 11:2 ► pp. 227 ff. 
This list is based on CrossRef data as of 1 july 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.