Summary Foreign Languages in Advertising (LET-CIWB268-IBC)
Summary Foreign Language in Advertising - Foreign Languages in Advertising - Year 2
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International Business Communication
Foreign Language In Advertising
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Lecture 1- Introduction- Chapter 1
Historical overview
Piller study shows that before 1980:
• Loan words used to give something a foreign association, such as Spanification of a
name to give a product a Spanish feel.
• There was a normative perspective= There is 1 standard use of language which is
correct and other forms are incorrect
• Foreign languages were employed in product advertisements to associate the
products with ethno-cultural stereotypes of the speakers of the foreign languages.
French: elegance and style → Haarmann
• Prior to 1980 especially linguistics studied the effect of loan words, after 1980
marketing and advertising started to study it as well.
Topics in studying FLA
After 1980, 6 topics were identified to study and the following was found:
1. Frequency of occurrence of foreign languages in advertising (Sella)
Majority of Greek advertisements contain foreign language, mainly English, but also
some other languages.
2. Effects of foreign language (Petrof)
English and French people were tested on attitudes, comprehension, intention and
recall. Found that French was a better language for attitude and recall.
3. Foreign language as part of standardization (Müller)
It was researched whether English is used in Japan as an instrument for
Westernization in Japanese ads. 80% of the ads contained English in Japan.
→ Standardization= Advertising strategies in which you use the same ad in
different countries.
→ Westernization= Western advertising strategies are applied in advertising in
non-Western countries.
4. Connections with products and countries (Ray et al.)
German and Japanese are associated with engineering quality.
5. Foreign branding (Leclerc et al.)
Brand names such as ‘Larient’ can be pronounced in French or in English. This affects
its image. US is seen as a utilitarian country, while France is linked to luxury. Found
that French brand names lead to better evaluations when promote luxury products
rather than utilitarian products (needed product).
6. English VS Spanish for US Hispanics and effect on cultural sensitivity (Koslow et al.)
Hispanics perceived the advertiser to be more culturally sensitive when the
advertisers used some Spanish than when they used only English. → It is useful to
take some words from the person’s native language.
Conclusion: There is lot of interest in foreign languages in advertising, but there is lack of
integration of insights from one field to the other, which slows down the research progress.
Consumer culture positioning strategies
How can the diversity of topics be meaningfully integrated from a marketing point of view?
3 ways to study the use of foreign languages in a marketing context (Snyder et al. and
Müller):
, • National character: Restriction to local languages
• Foreign: Language which is not the national language of the target language or a
national accent which is not the standard accent of the national language of the
target market. Use of non-local languages but not English.
• Standardized/global: Through use of English
Framework for FLA (Alden et al.)
Alden et al. present framework that captures all 3 functions of foreign languages in
advertising and goals with which various languages can be used in advertising.
→ Brand positioning= Ensuring a brand has a unique position among its competitors for
the customer, depends on different variables, including language choice.
3 types:
1. Global Consumer Culture Positioning
The brand is identified and presented as a symbol of a global culture featuring the
idea that consumers all over the world consume a particular brand or appealing to
certain human universals. Present itself as global brand.
Ad in English featuring people from different countries using Gilette.
2. Local Consumer Culture Positioning
Associate the brand with local cultural meanings. It is presented as consumed by
local people in the national culture or is depicted as locally produced for local
people.
Using the Dutch language, icons from the Netherlands etc. as in Unox
3. Foreign Consumer Culture Positioning
Position the brand as symbolic of a specific foreign consumer culture. A brand whose
personality, use occasion or user group are associated with a foreign culture.
Such as the FIAT commercial which was broadcasted in US.
Language and stereotyping- Lecture 2
What happens during stereotyping?
• Building on the football outfit and the vomit, we process Rüdiger as belonging to the
category of soccer fan.
• This categorization activates a cluster of features and evaluations related to that
category (acquired through the media)
• Stereotyping= An oversimplified set of beliefs about the characteristics of any
social category that is largely shared within a population. The content of the
stereotype is generally assumed to apply uniformly to every individual member that
belongs to the category.
Why do we stereotype?
• Stereotyping is stubborn and very often incorrect. Can’t we wait until we’ve formed
ourselves a richer image of someone?
• The benefit of living by our first impulses seems to outweigh the cost of it. For
evolutionary purposes, we need a fast reaction. Therefore, our brain takes
shortcuts in its reasoning.
, • It takes time to process the overwhelming amount of stimuli we receive. Instant
knowledge can help us think more quickly.
Predictive behaviour central aspect of human cognition
Predictive inferencing is what humans do all the time:
• The girl ate her soup with a … → Because of the ‘ate’ and ‘soup’, our prediction of a
spoon gets activated.
• The horse raced past the barn fell → We don’t see the mistake here at first sight
because of our predictions in language.
2 levels of attitude formation
2 levels of attitude formation:
1. Direct experimental techniques (ask directly about attitudes) = Find out conscious
attitudes and culturally shared stereotypes. You extract most common cultural
knowledge stereotypes.
2. Indirect experimental techniques (in which you hide from your participant what
your experimental goal is) = Find out the less conscious and deeper attitudes.
- Attitudes are more spontaneous/valid than when participants are asked
directly
- You can access deeper attitudes which may differ
→ Societal treatment approach= Attitudes are inferred from actual language use or from
comments about language use.
Inferred language attitudes about elegance and style from the co-occurrence of product
types with specific foreign languages (French was matched to handbags, which shows France
is seen as an elegant country).
Using both techniques offer access into the factors which cause language to change → Why
is the Limburg accent in the Netherlands on the rise?
Societal treatment example (Haarmann)
• Facebook comments were used in an opinion piece in a national Flemish newspaper
to talk about relaxing the strict standard language policy on Flemish national
television.
• Non-standard language =chaos
“Of course, we want Standard Dutch, otherwise our language deteriorates like
English, which currently has so many variants that an Englishman does not
understand them.”
• Non-standard may be downgraded
“It’s parents who have to talk in an exemplary manner and that’s where parenting
starts in the first place: Belgians are ranked as horrible dialect speakers.”
Other ingredients: Non-standard hinders communication. It is the duty of every community
member to protect the standard language.
Research techniques
• Direct technique: Free response
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