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    題名: Creating an effective code-switched ad for monolinguals: The influence of brand origin and foreign language familiarity
    作者: Lin, Ying-Ching;Wang, Kai-Yu;Hsieh, Jun-Yi
    林穎青
    貢獻者: 傳播學院
    關鍵詞: code-switching;brand origin;foreign language familiarity;ad effectiveness
    日期: 2017
    上傳時間: 2017-07-25 15:51:03 (UTC+8)
    摘要: This study investigates the influence of brand origin and foreign language familiarity in code-switched (CS) ad effectiveness for monolingual consumers. CS ads refer to ads containing foreign words or phrases in an advertising copy (e.g., headline and slogan), resulting in a mixture of native and foreign languages. In this research, we conducted a pilot study to show the increasing trend of using code-switching in ads, regardless of whether the brands are local or foreign, in a monolingual market. We further examine if the effectiveness of CS ads is contingent on the brand origin among monolinguals. Study 1 showed that non-CS ads were perceived more favorably than CS ads for advertising a local brand. However, not all of the CS ads were perceived more favorably than non-CS ads when a foreign brand was advertized. The results of Study 2 showed that when a foreign brand was advertized, CS ads using a highexposure foreign language were evaluated more favorably than CS ads using a lowexposure foreign language. Foreign language familiarity played a mediating role in the observed effects. We provide evidence that the research findings on CS ads among bilinguals cannot be applied to monolinguals. We discuss implications for international marketing and suggest advertising strategies for practitioners. © 2016 Advertising Association.
    關聯: International Journal of Advertising, 36(4), 613-631
    資料類型: article
    DOI: http://dx.doi.org/10.1080/02650487.2016.1195054
    顯示於類別:[新聞學系] 期刊論文

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