Achtung! The Information Processing of Foreign Words in Advertising

Abstract

This article explains the use of foreign words in advertising from an information processing perspective. The ability of such distinctive words to enhance an advertisement's effectiveness derives from consumers' perception of them as unanticipated and this leads to cognitions which increase the recognition and memorability of the advertisement. These effects, as well as numerous conditions affecting consumers' reactions to foreign expressions in advertising, can be tested by using the well-developed research tradition that supports information processing theory.