18 research outputs found
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. ยฉ Taylor & Francis Group, LLC
Sponsorship Returns: The value of naming rights
Sponsorship is an important communication tool yet evidence of its effectiveness is often sketchy as many sponsors fail to conduct rigorous evaluation programmes. Suggests that this study of a major Australian sporting event over three years, that certain conditions, such as naming rights, may assist sponsors in securing some return from their investments, but also cautions them against unrealistic expectations. ยฉ 1997, MCB UP Limite
The Factors Affecting Promotion Effects: SNS Analysis for Franchise Food Service Industry
Linguistic Complexity and Second Language Advertising Audiences: Is There a Case for Linguistic Exclusion?
The Effects of Brand's Market Position on the Horizontal Advertising from Firms within a Same Product Category
The Case for Audience Isolation: Language and Culture as Predictors of Advertiser Investment
Ethnic Identity in Advertising : A Review and Meta-Analysis
The corpus of research on ethnic identity in advertising indicates that (1) ethnic identity influences commonly examined attitudinal and purchase-intention outcomes, and (2) attitudes toward both the actor(s)/model(s) and the ad moderate attitudes toward brands depicted in ethnically resonant ads. Individual studies often differ by measurement type (i.e., single-item measure versus multi-item scale), study design (i.e., experiment versus survey), and diversity of respondent sample. Seemingly, ethnic-identity effects are greater for studies that relied on single-item measures, experimental designs, and more diverse samples. Implications and future research directions are suggested