Literature

Question 1

Haarmann (1984, 1989)

Answer 1

FL used in ads to associate product with ethno-cultural stereotypes of the speakers of the FL (e.g. French - elegance)

Question 2

Sella (1993)

Answer 2

• frequency of occurence of FL

- majority of Greek ads contains FL, mainly English

Question 3

Petrof (1990)

Answer 3

• effects of FL
• ads with English and French
• US participants
• better recall with French (FL better for recall and attitude)

Question 4

Mueller (1992)

Answer 4

• FL as part of standardisation

- English as main instrument of westernisation in Japanese ads

Question 5

Ray et al. (1991)

Answer 5

• connections with products and countries

- German and Japanese associated with engineering quality

Question 6

Leclerc et al. (1994)

Answer 6

• foreign branding (brand names) and congruence effect

- French brand names lead to better evaluations when they promote hedonistic rather than utilitarian products

Question 7

Koslow et al. (1994)

Answer 7

• 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)

Question 8

Alden et al. (1999)

Answer 8

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)

Question 9

Kroll & de Groot (1997)

Answer 9

Revised Hierarchical Model (RHM)

Question 10

de Groot (1992)
Luna & Peracchio (2002)

Answer 10

Conceptual Feature Model (CFM)

Question 11

van Meurs et al. (2014)

Answer 11

CFM: association overlap English and Dutch job ads words 22%

Question 12

Myers-Scotton (1993)

Answer 12

Markedness Model

Question 13

Luna & Peracchio (2005)

Answer 13

• connect markedness to salience

- majority languages have more status than minority languages

Question 14

Soliz & Giles (2014)

Answer 14

CAT: accommodation correlates with positive-oriented evaluations

Question 15

Lambert et al. (1960)

Answer 15

• classic speaker evaluation / matched-guise study

- Candians evakuated same text recorded by same speaker in English vs French

Question 16

Usunier & Cestre (2007)

Answer 16

• product ethnicity: congruent vs incongruent products

- willingness to buy product was higher for congruent products

Question 17

Aichner et al. (2014)

Answer 17

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

Question 18

Kelly-Holmes (2000)

Answer 18

• 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

Question 19

Alm (2003)

Answer 19

Asked professionals whether given associations were relevant for English

Question 20

Hornikx et al. (2007)

Answer 20

Looked at what a slogan in a FL (French, Spanish, German) evokes

Question 21

Gerritsen et al. (2000)

Answer 21

FL comprehension: only 36% of English words correctly described in English

Question 22

Hornikx & Starren (2004)
Hornikx et al. (2010)
Hendriks et al. (2017)

Answer 22

• difference in appreciation depending on comprehension
• limited role of comprehension in effectiveness of FL in ads
• ‘easy’ only slightly more effective than ‘difficult’

Question 23

Hornikx & Mulder (2015)

Answer 23

• two ads in L1 vs two ads in FL

- no difference in frequency of selecting ads

Question 24

Hornikx et al. (2020)

Answer 24

English as COO marker (5%) vs English as global marker (95%)

Question 25

Piller (2001)

Answer 25

Associations English: - modernity - success - internationalism

Question 26

Hsu (2008)

Answer 26

- asked copywriters in Taiwan for their motivations to use English in ads - answers: trendy taste of younger generation, urban experience, premium quality, international

Question 27

Lin & Wang (2016)

Answer 27

- 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

Question 28

Gerritsen et al. (2007) | Raedts et al. (2015)

Answer 28

- 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

Question 29

Byrne (1971)

Answer 29

Similariy-attraction model

Question 30

Sierra et al. (2012) Appiah (2001) Karande (2005)

Answer 30

Ethnically adapted ads more effective than ethnically unadapted ads

Question 31

Alvarez et al. (2017)

Answer 31

Ethnic ads evoke a higher degree of ethnic identification

Question 32

Kubat & Swaminathan (2015)

Answer 32

- more positive about Spanish if product is atypical for the US - adding Spanish does not enhance effectiveness for typical US products

Question 33

Ringberg et al. (2010) | Beniflah et al. (2014)

Answer 33

- overlap in associations for English and Spanish words - R: low for common words - B: more for moderately accultured Hispanics

Question 34

Wallace et al. (2010)

Answer 34

Indicators acculturation: - language use - language proficiency - self-orientation - acceptance of idea of culture (e.g. Hispanics)

Question 35

Tsai & Li (2012)

Answer 35

- assimilated Hispanics: Caucasian-targeted ad most successful - integrated Hispanics: bicultural ad most successful - separated Hispanics: Hispanic-targeted ad most successful

Question 36

Hendriks et al. (2015)

Answer 36

Accent similar impact as FL in ads for congruent vs incongurnet products

Question 37

Fuertes et al. (2012)

Answer 37

Standard-accented speakers attract better evaluations on solidarity, dynamism and (in particular) status

Question 38

Grondelaers et al. (2019)

Answer 38

Role of accent strength: low prestige Limburg accent is almost as prestigious as standard Randstad accent when it is mild

Question 39

Grondelaers & van Gent (2019)

Answer 39

Accent strength pivotal determinant for evaluation of Moroccan accent of Netherlandic Dutch

Question 40

MacGregor (2003)

Answer 40

- foreignness expressed in linguistic landscape | - occurence of languages in 120 shop signs in Tokyo

Question 41

Bletzer (2003)

Answer 41

- ethnicity expressed in linguistic landscape | - names and stores in more than 90 communities in rural areas of southern Florida (mostly Hispanic names)