Driving Consumer Choices: The Influence of Pidgin Language in Pepsi Advertising

Abstract

This study explores the influence of using pidgin English in Pepsi advertisements on consumer purchase decisions. Pidgin English, a creole language widely spoken in various regions, serves as a significant cultural and linguistic marker. The research investigates how incorporating this vernacular into marketing strategies impacts consumer perception, engagement, and ultimately, purchasing behavior. A mixed-methods approach, combining quantitative surveys and qualitative interviews, was employed to gather data from a diverse demographic. Findings suggest that advertisements utilizing pidgin English resonate more deeply with certain consumer segments, enhancing brand relatability and fostering a sense of cultural identity. This linguistic strategy appears to enhance emotional connection and trust, leading to a higher propensity to purchase. The study concludes that leveraging local languages like pidgin can be a powerful tool in marketing, providing brands with a competitive edge in linguistically diverse markets. Implications for marketers include the necessity of cultural sensitivity and the potential benefits of localizing advertising content to reflect linguistic diversity.