Effects of Difficult and Easy English Slogans in Advertising for Dutch Consumers

Berna Hendriks,Frank Van Meurs,Chantal Poos

doi:10.1080/10641734.2017.1291384

Berna Hendriks, Frank Van Meurs + Show 1 more

Open Access

https://doi.org/10.1080/10641734.2017.1291384

Copy DOI

Abstract

ABSTRACTIt has been suggested that foreign languages in advertising are primarily used for their symbolic significance (the stereotypes they evoke), and that, therefore, consumers' comprehension of the foreign language used is of secondary importance. Experimental research into the effect of the difficulty of foreign languages in advertising slogans has focused on the influence of difficulty on appreciation of the slogan itself. The aim of the present study was to investigate the effect of difficult versus easy English slogans in product advertisements on evaluations extending beyond text evaluation. In a within-subjects experimental design, 128 Dutch participants evaluated six Dutch advertisements with difficult and easy English slogans. The dependent variables included evaluation of the slogan, attitudes toward the ad and product, and purchase intention. Findings showed that the easy English slogans were evaluated better than the difficult English slogans and generally resulted in a better attitude toward the ad and toward the product and in a higher purchase intention. Thus, difficult-to-understand foreign-language slogans were found to have negative effects on ad effectiveness, which extended beyond text evaluation.

Highlights

In the Netherlands, consumers may be expected to be relatively highly familiar with English
It has been suggested that foreign languages in advertising are primarily used for their symbolic significance, and that, consumers’ comprehension of the foreign language used is of secondary importance
The aim of the present study was to investigate the effect of difficult versus easy English slogans in product advertisements on evaluations extending beyond text evaluation

Summary

Introduction

In the Netherlands, consumers may be expected to be relatively highly familiar with English. Two other studies with Dutch participants revealed that easy French and English slogans were appreciated more than difficult slogans in these languages (Hornikx and Starren 2006; Hornikx, van Meurs, and de Boer 2010). Hornikx, van Meurs, and de Boer (2010) showed that the slogans that were more often translated incorrectly and were rated as more difficult were appreciated less These two studies indicate a clear link between predetermined complexity and actual and perceived comprehension. The effect of difficulty on attitude toward the product and purchase intention has not yet been investigated These two variables can be regarded as more direct measures of persuasion than appreciation of the advertisement and of the language in the ad. These variables would seem to be more directly related to the ultimate goal of product advertising: selling the product

Objectives

Methods

Results