Het effect van Engelse slogans in advertenties

Het effect van Engelse slogans in advertenties

Het effect van Engelse slogans in advertenties Naam spreker Het oprukkende Engels Engels in advertenties Vlaanderen Walloni Frankrijk Duitsland Nederland Spanje

N Totaal 318 308 448 534 325 451 N Engels 233

223 284 307 208 349 Percentage 73% 72%

63% 57% 64% 77% Bron: Gerritsen et al. (2007). English in product advertisements in Belgium, France, Germany, the Netherlands and Spain. World Englishes 26, p. 291-315. Inhoud Mogelijke effecten Design Resultaten Conclusies en discussie

Mogelijke effecten Trekt de aandacht (Gerritsen et al. 2000; Piller 2001; Alm 2003) Kost minder (Gerritsen et al. 2000; De Mooij 1994) Leidt tot een modern imago (Piller 2003; Kelly-Holmes 2005) Wordt beter onthouden (Lotstra et al. 2006) Tekortkomingen Niet altijd een directe vergelijking tussen Nederlands en Engels Geen aandacht voor Aad: de attitude ten

aanzien van de advertentie Bekende advertenties Alleen direct recall Geen recente data Design NL ENG NL ENG NL ENG

NL ENG De advertenties (ENG NL) De advertenties (NL ENG) Afhankelijke variabelen Na iedere advertentie: Bekendheid (ja/nee)

Aad (Hornikx & Hof 2008) Ataal (Gerritsen et al. 2000) Productimago (Gerritsen et al. 2007) Na het experiment: Puzzel die niets met het onderzoek te maken had Je hebt een advertentie gezien van een horlogemerk Welk merk was dat? Wat was de slogan? Resultaten Chanel Bodum Seiko

Rexona Aad NL > ENG** Geen effect Geen effect Geen effect Ataal NL > ENG* Geen effect

ENG > NL** NL > ENG*** Productimago Geen effect Geen effect Geen effect Geen effect Recall merk

Geen effect ENG > NL** ENG > NL* ENG > NL** Recall slogan Geen effect ENG > NL*** ENG > NL** Geen effect

* p < 0,10; ** p < 0,05; *** p < 0,01 Conclusies en discussie Het gebruik van Engels heeft geen effect op het productimago Engels wordt over het algemeen lager gewaardeerd, maar beter onthouden Mentale inspanning? Wat is belangrijker? Attitude Recall Referenties Alm, C. (2003). English in the Ecuadorian commercial context. World Englishes 22, p. 143-158. De Mooij, M. (1994). Advertising worldwide. New York: Prentice Hall. Gerritsen, M., Korzilius, H., Van Meurs, F. & Gijsbers, I. (2000). English in Dutch commercials: not understood and

not appreciated. Journal of Advertising Research 40, p. 17-31. Gerritsen, M., Nickerson, C., Van Hooft, A, Nederstigt, U., Van Meurs, F. & Starren, M. (2007). English in product advertisements in Belgium, France, Germany, the Netherlands and Spain. World Englishes 26, p. 291-315. Hornikx, J. & Hof, R. (2008). De effectiviteit van vreemde talen in productreclame: moet het product passen bij de taal? Tijdschrift voor taalbeheersing 30, p. 147-156. Kelly-Holmes, H. (2005). Advertising as Multilingual Communication. New York: Palgrave MacMillan. Lotstra, N., Van Hoof, J. & De Jong, M. (2006). Slogan of slagzin? Verschillen in de herinnering van Nederlandse en Engelse slogans. Tijdschrift voor marketing 40 (7/8), p. 68-70. Piller, I. (2001). Identity constructions in multilingual advertising. Language in Society 30, p. 153-186. Piller, I. (2003). Advertising as a site of language contact. Annual Review of Applied Linguistics 23, p. 170-83.

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