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Advertising to bilinguals: Does the ...

Noriega, Jaime.

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Advertising to bilinguals: Does the language of advertising influence the nature of thoughts?

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Advertising to bilinguals: Does the language of advertising influence the nature of thoughts?/
作者:	Noriega, Jaime.
面頁冊數:	47 p.
附註:	Source: Dissertation Abstracts International, Volume: 67-07, Section: A, page: 2663.
Contained By:	Dissertation Abstracts International67-07A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3222567
ISBN:	9780542769627

Advertising to bilinguals: Does the language of advertising influence the nature of thoughts?
Noriega, Jaime.

Advertising to bilinguals: Does the language of advertising influence the nature of thoughts? - 47 p.

Source: Dissertation Abstracts International, Volume: 67-07, Section: A, page: 2663.

Thesis (Ph.D.)--University of Houston, 2006.

When targeting bilingual consumers, advertisers have a choice of advertising in a bilingual's native language or in the country's dominant language. Within the U.S. Hispanic community, for example, Kellog's has a choice of advertising Frosted Flakes in English or in Spanish. But which is the better choice and why?

ISBN: 9780542769627Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Advertising to bilinguals: Does the language of advertising influence the nature of thoughts?
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245 1 0 $a Advertising to bilinguals: Does the language of advertising influence the nature of thoughts?
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500 $a Source: Dissertation Abstracts International, Volume: 67-07, Section: A, page: 2663.
500 $a Adviser: Ed Blair.
502 $a Thesis (Ph.D.)--University of Houston, 2006.
520 $a When targeting bilingual consumers, advertisers have a choice of advertising in a bilingual's native language or in the country's dominant language. Within the U.S. Hispanic community, for example, Kellog's has a choice of advertising Frosted Flakes in English or in Spanish. But which is the better choice and why?
520 $a This research considers whether the choice of language in advertising to bilinguals may influence the types of thoughts they have in response to an advertisement. The underlying issue is whether advertisers can use language of execution as a strategic variable with which to generate certain types of associations that may facilitate persuasion.
520 $a We consider this issue from a social cognition perspective. We hypothesize that a native language ad may be more likely to elicit self referent thoughts about family, friends, home or homeland, which in turn may lead to more positive attitude measures and behavioral intentions. Furthermore, we show that these effects are moderated by the consumption context presented in the advertisement.
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