The same or different? Spanish-speaking consumers’ response to the use of English or Spanish in product advertisements in Spain and the USA
Ghent : European Advertising Academy / University of Ghent (Belgium)
InCauberghe, V.; Hudders, L. (ed.), Power to the consumers: how content becomes the message. Conference Proceedings, pp. 2-10
The 16th International Conference on Research in Advertising (ICORIA) 2017, 29 juni 2017
Article in monograph or in proceedings
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Cauberghe, V.; Hudders, L. (ed.), Power to the consumers: how content becomes the message. Conference Proceedings
SubjectLanguage & Communication; Language in Society; Non-nativeness in Communication
Sociolinguistic research suggests that US Hispanic and Spanish consumers may differ in their response to ads with English and Spanish. An experiment with US Hispanic (N = 97) and Spanish (N = 132) participants showed that, although US Hispanic participants indicated that they used more English and less Spanish in various situations, and had a less positive general attitude to English than did Spanish participants, there were no differences in evaluations of ads with English or Spanish by the two groups. These findings indicate that there is not always a direct relation between general sociolinguistic circumstances/attitudes and ad response.
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