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Foreign Languages in Advertising > Literature > Flashcards

Literature Flashcards

1
Q

Haarmann (1984, 1989)

A

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

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2
Q

Sella (1993)

A
  • frequency of occurence of FL

- majority of Greek ads contains FL, mainly English

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3
Q

Petrof (1990)

A
  • effects of FL
  • ads with English and French
  • US participants
  • better recall with French (FL better for recall and attitude)
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4
Q

Mueller (1992)

A
  • FL as part of standardisation

- English as main instrument of westernisation in Japanese ads

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5
Q

Ray et al. (1991)

A
  • connections with products and countries

- German and Japanese associated with engineering quality

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6
Q

Leclerc et al. (1994)

A
  • foreign branding (brand names) and congruence effect

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

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7
Q

Koslow et al. (1994)

A
  • 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)
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8
Q

Alden et al. (1999)

A

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)
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9
Q

Kroll & de Groot (1997)

A

Revised Hierarchical Model (RHM)

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10
Q 
de Groot (1992)
Luna & Peracchio (2002)
A

Conceptual Feature Model (CFM)

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11
Q

van Meurs et al. (2014)

A

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

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12
Q

Myers-Scotton (1993)

A

Markedness Model

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13
Q

Luna & Peracchio (2005)

A
  • connect markedness to salience

- majority languages have more status than minority languages

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14
Q

Soliz & Giles (2014)

A

CAT: accommodation correlates with positive-oriented evaluations

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15
Q

Lambert et al. (1960)

A
  • classic speaker evaluation / matched-guise study

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

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16
Q

Usunier & Cestre (2007)

A
  • product ethnicity: congruent vs incongruent products

- willingness to buy product was higher for congruent products

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17
Q

Aichner et al. (2014)

A

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
18
Q

Kelly-Holmes (2000)

A
  • 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
19
Q

Alm (2003)

A

Asked professionals whether given associations were relevant for English

20
Q

Hornikx et al. (2007)

A

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

21
Q

Gerritsen et al. (2000)

A

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

22
Q

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

A
  • difference in appreciation depending on comprehension
  • limited role of comprehension in effectiveness of FL in ads
  • ‘easy’ only slightly more effective than ‘difficult’
23
Q

Hornikx & Mulder (2015)

A
  • two ads in L1 vs two ads in FL

- no difference in frequency of selecting ads

24
Q

Hornikx et al. (2020)

A

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

25
Q

Piller (2001)

A

Associations English:

  • modernity
  • success
  • internationalism
26
Q

Hsu (2008)

A
  • asked copywriters in Taiwan for their motivations to use English in ads
  • answers: trendy taste of younger generation, urban experience, premium quality, international
27
Q

Lin & Wang (2016)

A
  • 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
28
Q

Gerritsen et al. (2007)

Raedts et al. (2015)

A
  • 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
29
Q

Byrne (1971)

A

Similariy-attraction model

30
Q

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

A

Ethnically adapted ads more effective than ethnically unadapted ads

31
Q

Alvarez et al. (2017)

A

Ethnic ads evoke a higher degree of ethnic identification

32
Q

Kubat & Swaminathan (2015)

A
  • more positive about Spanish if product is atypical for the US
  • adding Spanish does not enhance effectiveness for typical US products
33
Q

Ringberg et al. (2010)

Beniflah et al. (2014)

A
  • overlap in associations for English and Spanish words
  • R: low for common words
  • B: more for moderately accultured Hispanics
34
Q

Wallace et al. (2010)

A

Indicators acculturation:

  • language use
  • language proficiency
  • self-orientation
  • acceptance of idea of culture (e.g. Hispanics)
35
Q

Tsai & Li (2012)

A
  • assimilated Hispanics: Caucasian-targeted ad most successful
  • integrated Hispanics: bicultural ad most successful
  • separated Hispanics: Hispanic-targeted ad most successful
36
Q

Hendriks et al. (2015)

A

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

37
Q

Fuertes et al. (2012)

A

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

38
Q

Grondelaers et al. (2019)

A

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

39
Q

Grondelaers & van Gent (2019)

A

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

40
Q

MacGregor (2003)

A
  • foreignness expressed in linguistic landscape

- occurence of languages in 120 shop signs in Tokyo

41
Q

Bletzer (2003)

A
  • ethnicity expressed in linguistic landscape

- names and stores in more than 90 communities in rural areas of southern Florida (mostly Hispanic names)

Foreign Languages in Advertising (1 decks)

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