Publication
Title
De effecten van verondersteld en werkelijk begrip van gemakkelijke en moeilijke Engelse slagzinnen in een gestandaardiseerde Europese reclamecampagne = The effects of presumed versus actual understanding of difficult and easy English slogans in a standardized European advertising campaign
Author
Abstract
The aim of the present study was to investigate the effect of presumed vs. actual understanding of four English slogans in a non-English advertising campaign introducing a fictitious American toothpaste brand. To this end we collected 7II surveys from participants in Belgium, the Netherlands, Germany and Italy, confronting them with advertisements containing English slogans. Different slogans were used to measure the effect of both basic and more difficult English. Results would seem to suggest that the use of basic English is the more effective strategy for a non-English speaking target group. However, although our study is an initial attempt to indicate that the use of English in non-English advertisements is either favourable or disadvantageous, it does show that the presumed understanding of the English slogan plays a more important role in the effectiveness of an ad campaign than the actual understanding.
Language
Dutch
Source (journal)
Tijdschrift voor communicatiewetenschap. - Houten, 1996, currens
Tijdschrift voor communicatiewetenschap. - Houten, 1996, currens
Publication
Houten : 2016
ISSN
1384-6930 [print]
1875-7286 [online]
Volume/pages
44 :1 (2016) , p. 84-105
ISI
000374722400006
UAntwerpen
Publication type
Subject
External links
Web of Science
Record
Identification
Creation 21.11.2018
Last edited 22.09.2021