De doeltreffendheid van een Italiaanse versus Nederlandse slagzin in een Italiaanse wijnreclame
Foreign languages are commonly used in advertising, because it is generally thought that they attract consumers’ attention. Compared to English, Italian is only rarely chosen by European advertisers. Precisely because of their low frequency, Italian words have a higher chance to capture and hold the consumers’ attention. Although foreign languages are widespread in advertising, the effectiveness of their use has not been studied extensively. In our study on print advertisements we compare the effectiveness of a foreign language slogan (Italian) relative to a slogan in the local language (Dutch). More specifically, we focus on the effects of foreign language usage on cognitive, affective and conative consumer responses. Cognitive responses include spontaneous and prompted recall of the slogan and the brand name. Affective responses pertain to the attitude towards the slogan, the brand and the advertisement. Conative response was defined in terms of purchase intention. Our sample consisted of 236 subjects of different age and educational level from the Dutch speaking part of Belgium. These participants had little or no knowledge of the Italian language. The experiment had a between-subjects design. Participants either saw the Italian or the Dutch version of the advertisement. In order to optimize the effectiveness of the use of the foreign language, we ensured a match between foreign language, country of origin, and the advertised product. Therefore, we created an advertisement for Italian wines with visual elements (a picture and a drawing) evoking Italy. Additionally, we chose easy Italian words, as previous research has shown that slogans with easy foreign words are more appreciated than difficult slogans. The results of our study show that the Dutch slogan was more effective for the spontaneous and prompted recall of the brand name. The language of the slogan had no effect on participants’ attitudes towards the brand, the slogan and the advertisement. By contrast, the Italian slogan had a positive effect on participants’ purchase intentions. The article ends with some concluding remarks and suggestions for future research.
Article language: Dutch
References (27)
Ahn, J., & La Ferle, C. (2008). Enhancing recall and recognition for brand names and body copy: A mixed-language approach. Journal of Advertising, 37(3), 107–117. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Beerli, A., Santana, J.D.M. (1999). Design and validation of an instrument for measuring advertising effectiveness in the printed media. Journal of Current Issues and Research in Advertising, 21(2), 11–30. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Domzal, T.J., Hunt, J.M., & Kernan, J.B. (1995). Achtung! The information processing of foreign words in advertising. International Journal of Advertising, 14(2), 95–114. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Forbes, S.L., & Dean, D. (2013). Consumer perceptions of wine brand names. Geraadpleegd via [URL]![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Gerritsen, M., Korzilius, H., Meurs, F. van, & Gijsbers, I. (2000). English in Dutch commercials: Not understood and not appreciated. Journal of Advertising Research, 40(4), 17–31. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Gerritsen, M., Nickerson, C., Hooft, A. van, Meurs, F. van, Korzilius, H., Nederstigt, U., Starren, M., & Crijns, R. (2010). English in product advertisements in non-English-speaking countries in Western Europe: Product image and comprehension of the text. Journal of Global Marketing, 23(4), 349–365. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Hornikx, J., & Hof, R. (2008). De effectiviteit van vreemde talen in productreclame: Moet het product passen bij de taal? [The effectiveness of foreign languages in advertising: Does the product have to match with the language?] Tijdschrift voor Taalbeheersing, 30(2), 147–156.![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
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 Verlag.![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Hornikx, J., Meurs, F. van, & Boer, A. de (2010). English or a local language in advertising? The appreciation of easy and difficult English slogans in the Netherlands. Journal of Business Communication, 47(2), 169–188. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Hornikx, J., Meurs, F. van, & 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. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Hultink, E.J., & Schoormans, J. (2004). Productontwikkeling en marketing. Amsterdam: Pearson Benelux.![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Jaeger, S.R., Danaher, P.J., & Brodie, R.J. (2009). Wine purchase decisions and consumption behaviours: Insights from a probability sample drawn in Auckland, New Zealand. Food Quality and Preference, 201, 312–319. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Kelly-Holmes, H. (2000). Bier, parfum, kaas: Language fetish in European advertising. European Journal of Cultural Studies, 3(1), 67–82. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Kelly-Holmes, H. (2005). Advertising as multilingual communication. Basingstoke: Palgrave Macmillan. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Kohli, C., Leuthesser, L., & Suri, R. (2007). Got slogan? Guidelines for creating effective slogans. Business Horizons, 50(5), 415–422. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Leclerc, F., Schmitt, B.H., & Dubé, L. (1994). Foreign branding and its effects on product perceptions and attitudes. Journal of Marketing Research, 31(2), 263–270. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Lerman, D., & Garbarino, E. (2002). Recall and recognition of brand names: A comparison of word and nonword name types. Psychology & Marketing, 19(7-8), 621–639. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Luna, D., & Peracchio, L. (2001). Moderators of language effects in advertising to bilinguals: A psycholinguistic approach. Journal of Consumer Research, 28(2), 284–295. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Maughan, L., Gutnikov, S., & Stevens, R. (2007). Like more, look more. Look more, like more: The evidence from eye-tracking. Brand Management, 14(4), 335–342. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Pavlou, P.A., & Stewart, D.W. (2000). Measuring the effects and effectiveness of interactive advertising. Journal of Interactive Advertising, 1(1), 61–77. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
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, 5(2), 1–16. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Piller, I. (2003). Advertising as a site of language contact. Annual Review of Applied Linguistics, 231, 170–183. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Planken, B., Meurs, F. van, & Radlinska, A. (2010). The effects of the use of English in Polish product advertisements: Implications for English for business purposes. English for Specific Purposes, 29(4), 225–242. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Sharma, P. (2011). Demystifying cultural differences in country-of-origin effects: Exploring the moderating roles of product type, consumption context, and involvement. Journal of International Consumer Marketing, 23(5), 344–364. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Spielmann, N., & Delvert, M. (2014). Adapted or standardized copy: Is non-cultural English the answer? Journal of Business Research, 671, 434–440. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Thakor, M.V., & Pacheco, B.G. (1997). Foreign branding and its effects on product perceptions and attitudes: A replication and extension in a multicultural setting. Journal of Marketing Theory and Practice, 5(1), 15–30. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Verlegh, P.W.J., & Steenkamp, J.-B.E.M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 201, 521–546. ![DOI logo](https://benjamins.com/logos/doi-logo.svg)
![Google Scholar](https://benjamins.com/logos/google-scholar.svg)
Cited by (2)
Cited by two other publications
Hornikx, Jos & Frank van Meurs
2020.
Foreign Language Display. In
Foreign Languages in Advertising,
► pp. 57 ff.
![DOI logo](//benjamins.com/logos/doi-logo.svg)
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.