English in product advertisements in non-english speaking countries in western europe: Product image and comprehension of the text

Although English has been shown to be the most frequently used foreign language in product advertisements in countries where it is not the native language, little is known about its effects. This article examines the response to advertisements in English compared to the response to the same ad in the local language in Western Europe on members of the target group for which the ad was intended: 715 young, highly educated female consumers. The use of English in a product ad does not appear to have any impact on image and price of the product, but it does affect text comprehension: the meaning of almost 40% of the English phrases was not understood. These results were the same for all countries involved in the study, irrespective of whether the respondents\u27 (self-) reported proficiency in English is high or low. © Taylor & Francis Group, LLC

Stijl, cultuur en overtuigingskracht. De invloed van culturele stijlverschillen op de overtuigingskracht van een fondswervingsbrief

Contains fulltext : 42042.pdf (publisher's version ) (Open Access)13 p

English in print advertising in 'ELLE' in Western Europe. Frequency of occurrence, comprehensibility and the effect on corporate image

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English in print advertising in German, Spanish and Dutch Glossy Magazines. Frequency of occurrence, comprehensibility and the effect on corporate image

Item does not contain fulltext[Nijmegen] 4e Interdisziplinäres Symposium der Forschungskooperation – Europäische Kulturen in der Wirtschaftkommunikation, 16 oktober 2004Nijmegen : [s.n.

English in product advertisements in Belgium, France, Germany, the Netherlands and Spain

Contains fulltext : 44130.pdf (publisher's version ) (Closed access)25 p

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English in Print Advertising in Germany, Spain and the Netherlands: Frequency of Occurrencec, Comprehensibility and the Effect on Corporate Image

Contains fulltext : 41302.pdf (publisher's version ) (Closed access)ZaragozaPaper presented at the ESSE