Snyder et al. (1991) Five categories regarding nationality and
Foreignness internationality: (Snyder et al., 1991)
Localness - Local or domestic
- Foreign European
Alden et al. (1999) - Foreign non-European
Foreignness - Pan-European
Localness - Culturally neutral
Globalness
Alden et al. (1999) Corpus analysis of more
Kelly-Holmes (2005, 2014) than 1200 TV commercials from 7 countries.
Foreign language display 85% Unique CCP strategy
English as a special case - 70% LCCP
Minority language, accents and dialects - 25% GCCP
- 5% FCCP
Piller (2003) Historical overview of research
Language
Haarmann (1984, 1986) Foreign languages Aesthetic style
are employed in product advertisements to Story theme
associate the products with ethno-cultural
stereotypes, e.g. elegance in France. Yin (1999) Marketing managers from 140
companies were asked to rate the importance
Sella (1993) Majority 56% of 1200 Greek of different ad components used to localize
advertisements contains FL, mainly English, ads. Language was evaluated more important
but also some French and Italian. than models, humour, scenic background.
Petrof (1990) English and French on Myers-Scotton (1993, 1998, 1999)
attitudes, comprehension, intention, recall; Markedness Model = explains people’s
French was better for attitude and recall. motivations to employ different languages to
express their identity.
Mueller (1992) English as main instrument
of Westernization in Japanese ads; more than Luna & Peracchio (2005a) Participants were
80% contain English language. presented with slogans illustrating within-
Standardization sentence code-switching:
Westernization Majority languages have more status than
minority languages. Higher persuasiveness
Ray et al. (1991) German and Japanese when a majority language is included as a
associated with engineering quality, e.g. cars. marked language in an ad with a minority
Mazda: Kansei language. “En mi kitchen nunca haría…”
Volkswagen: Fahrgegnügen Lower persuasiveness when a minority
language is presented as marked language in
Leclerc et al. (1994) Brand names (Mabor, an ad in a majority language.
Larient) pronounced in both English and “In my cocina I would never…”
French. French brand names lead to better
evaluations when they promote hedonistic Van Meurs et al. (2014) Conceptual Feature
products rather than utilitarian products. Model Association overlap between English
Foreign branding and Dutch words taken from job ads is only
22%.
Koslow (1994) Hispanics perceived the
advertiser to be more culturally sensitive Giles et al. (1973) Communication
when the advertisers used (some) Spanish Accommodation Theory “A recipient
than when they used only English. considers the intentionality of the speaker’s
Foreignness internationality: (Snyder et al., 1991)
Localness - Local or domestic
- Foreign European
Alden et al. (1999) - Foreign non-European
Foreignness - Pan-European
Localness - Culturally neutral
Globalness
Alden et al. (1999) Corpus analysis of more
Kelly-Holmes (2005, 2014) than 1200 TV commercials from 7 countries.
Foreign language display 85% Unique CCP strategy
English as a special case - 70% LCCP
Minority language, accents and dialects - 25% GCCP
- 5% FCCP
Piller (2003) Historical overview of research
Language
Haarmann (1984, 1986) Foreign languages Aesthetic style
are employed in product advertisements to Story theme
associate the products with ethno-cultural
stereotypes, e.g. elegance in France. Yin (1999) Marketing managers from 140
companies were asked to rate the importance
Sella (1993) Majority 56% of 1200 Greek of different ad components used to localize
advertisements contains FL, mainly English, ads. Language was evaluated more important
but also some French and Italian. than models, humour, scenic background.
Petrof (1990) English and French on Myers-Scotton (1993, 1998, 1999)
attitudes, comprehension, intention, recall; Markedness Model = explains people’s
French was better for attitude and recall. motivations to employ different languages to
express their identity.
Mueller (1992) English as main instrument
of Westernization in Japanese ads; more than Luna & Peracchio (2005a) Participants were
80% contain English language. presented with slogans illustrating within-
Standardization sentence code-switching:
Westernization Majority languages have more status than
minority languages. Higher persuasiveness
Ray et al. (1991) German and Japanese when a majority language is included as a
associated with engineering quality, e.g. cars. marked language in an ad with a minority
Mazda: Kansei language. “En mi kitchen nunca haría…”
Volkswagen: Fahrgegnügen Lower persuasiveness when a minority
language is presented as marked language in
Leclerc et al. (1994) Brand names (Mabor, an ad in a majority language.
Larient) pronounced in both English and “In my cocina I would never…”
French. French brand names lead to better
evaluations when they promote hedonistic Van Meurs et al. (2014) Conceptual Feature
products rather than utilitarian products. Model Association overlap between English
Foreign branding and Dutch words taken from job ads is only
22%.
Koslow (1994) Hispanics perceived the
advertiser to be more culturally sensitive Giles et al. (1973) Communication
when the advertisers used (some) Spanish Accommodation Theory “A recipient
than when they used only English. considers the intentionality of the speaker’s
