Literature Flashcards
Haarmann (1984, 1989)
FL used in ads to associate product with ethno-cultural stereotypes of the speakers of the FL (e.g. French - elegance)
Sella (1993)
- frequency of occurence of FL
- majority of Greek ads contains FL, mainly English
Petrof (1990)
- effects of FL
- ads with English and French
- US participants
- better recall with French (FL better for recall and attitude)
Mueller (1992)
- FL as part of standardisation
- English as main instrument of westernisation in Japanese ads
Ray et al. (1991)
- connections with products and countries
- German and Japanese associated with engineering quality
Leclerc et al. (1994)
- foreign branding (brand names) and congruence effect
- French brand names lead to better evaluations when they promote hedonistic rather than utilitarian products
Koslow et al. (1994)
- English vs Spanish for US Hispanics
- Hispanics perceived the advertiser to be more culturally sensitive when the ad used (some) Spanish (instead of only English)
Alden et al. (1999)
Three functions of FL in ads:
- GCCP
- LCCP
- FCCP
Three components to suggest FCCP:
- use of FL
- aesthetics style (e.g. natuve person in native environment)
- story themes (e.g. landscape)
Kroll & de Groot (1997)
Revised Hierarchical Model (RHM)
de Groot (1992) Luna & Peracchio (2002)
Conceptual Feature Model (CFM)
van Meurs et al. (2014)
CFM: association overlap English and Dutch job ads words 22%
Myers-Scotton (1993)
Markedness Model
Luna & Peracchio (2005)
- connect markedness to salience
- majority languages have more status than minority languages
Soliz & Giles (2014)
CAT: accommodation correlates with positive-oriented evaluations
Lambert et al. (1960)
- classic speaker evaluation / matched-guise study
- Candians evakuated same text recorded by same speaker in English vs French
Usunier & Cestre (2007)
- product ethnicity: congruent vs incongruent products
- willingness to buy product was higher for congruent products
Aichner et al. (2014)
Eight COO strategies:
- “made in …”
- quality and origin labels
- COO embedded in company name
- typical COO words embedded in company name
- use of COO language
- use of famous or stereotypical people from COO
- use of COO flags or symbols
- use of typical landscapes or famous buildings from COO
Kelly-Holmes (2000)
- links FL to countries and their competencies (permission to produce)
- competence determined by perceptions and stereotypes (due to direct and indirect experiences)
- new info leads to new perceptions
Alm (2003)
Asked professionals whether given associations were relevant for English
Hornikx et al. (2007)
Looked at what a slogan in a FL (French, Spanish, German) evokes
Gerritsen et al. (2000)
FL comprehension: only 36% of English words correctly described in English
Hornikx & Starren (2004)
Hornikx et al. (2010)
Hendriks et al. (2017)
- difference in appreciation depending on comprehension
- limited role of comprehension in effectiveness of FL in ads
- ‘easy’ only slightly more effective than ‘difficult’
Hornikx & Mulder (2015)
- two ads in L1 vs two ads in FL
- no difference in frequency of selecting ads
Hornikx et al. (2020)
English as COO marker (5%) vs English as global marker (95%)
Piller (2001)
Associations English:
- modernity
- success
- internationalism
Hsu (2008)
- asked copywriters in Taiwan for their motivations to use English in ads
- answers: trendy taste of younger generation, urban experience, premium quality, international
Lin & Wang (2016)
- Study 1: English is more effective in ads for global products than for local products
- English is more effective for luxury products than for necessity products
Gerritsen et al. (2007)
Raedts et al. (2015)
- most ads contain English (G: print ads; R: TV commercials)
- proportion of English in relation to L1 is small
- parts of ads where English occurs most frequently: label/body copy/packaging > product/brand name > slogan/headline
Byrne (1971)
Similariy-attraction model
Sierra et al. (2012)
Appiah (2001)
Karande (2005)
Ethnically adapted ads more effective than ethnically unadapted ads
Alvarez et al. (2017)
Ethnic ads evoke a higher degree of ethnic identification
Kubat & Swaminathan (2015)
- more positive about Spanish if product is atypical for the US
- adding Spanish does not enhance effectiveness for typical US products
Ringberg et al. (2010)
Beniflah et al. (2014)
- overlap in associations for English and Spanish words
- R: low for common words
- B: more for moderately accultured Hispanics
Wallace et al. (2010)
Indicators acculturation:
- language use
- language proficiency
- self-orientation
- acceptance of idea of culture (e.g. Hispanics)
Tsai & Li (2012)
- assimilated Hispanics: Caucasian-targeted ad most successful
- integrated Hispanics: bicultural ad most successful
- separated Hispanics: Hispanic-targeted ad most successful
Hendriks et al. (2015)
Accent similar impact as FL in ads for congruent vs incongurnet products
Fuertes et al. (2012)
Standard-accented speakers attract better evaluations on solidarity, dynamism and (in particular) status
Grondelaers et al. (2019)
Role of accent strength: low prestige Limburg accent is almost as prestigious as standard Randstad accent when it is mild
Grondelaers & van Gent (2019)
Accent strength pivotal determinant for evaluation of Moroccan accent of Netherlandic Dutch
MacGregor (2003)
- foreignness expressed in linguistic landscape
- occurence of languages in 120 shop signs in Tokyo
Bletzer (2003)
- ethnicity expressed in linguistic landscape
- names and stores in more than 90 communities in rural areas of southern Florida (mostly Hispanic names)
