El efecto del lenguaje extranjero como transportador de valores culturales

Abstract

In international advertising, a foreign language is often used for symbolic purposes. Every language is associated with some characteristic. The present study analyzes which characteristics and sectors are associated to the languages studies, and what image of the company is generated through the language. In order to achieve this objective, we chose a between-subjects experimental design, using three languages, namely: Italian (L1), Turkish (L2) and Russian (L3). We designed an audio slogan, translated into the different languages. The total sample exposed to the slogan is composed of 184 subjects. The results show that the most identified language is also the one most associated with positive characteristics of the advertising message, and the one that therefore better projects a favorable image of the company. This provides business solutions in the field of advertising and the use of foreign languages to boost the effectiveness and persuasion of it.