English in Italy, Germany and Spain. Students who study

English is one of the most widely used languages in the world. In the
last few years, the language has been used more often because of
internationalisation, globalisation, and digitalisation. These processes have a considerable influence in industries,
including the advertising industry. English has become a language which is
often used in advertisements, even in countries where English is a foreign
language. It is important to know what the consequences are of the use of
English in advertisements in non-English speaking countries, this makes this
topic relevant to this essay.  Two articles will be discussed in this paper,
namely Pagani, Goldsmith and Perrachio (2015) and Van Meurs, Korzilius and
Bergevoet (2015). Pagani et al. (2015) examined the attitude-towards-the-ad and
the-attitude-towards-the-brand by a questionnaire among German, Italian and
Spanish students who study at a university. The students were questioned after
seeing three commercials in three different forms: standardized, dubbed and
subtitled in the local language. Van Meurs et al. (2015) considers whether Job
advertisements with English words are more persuasive than vacancies without.
This is researched by an experiment with Dutch job seekers who are not educated
at a university, in comparison with the study of Pagani et al. This essay will demonstrate that besides the differences the articles
are similar as they both research attitudes towards the company.

            In 2015, Pagani, Goldsmith, and
Perracchio did a study on attitudes-towards-the-ad and
attitudes-towards-the-brand for commercials in Italy, Germany and Spain. Students who study at a university,
between 18 and 25 years old, were questioned by a survey. This target group was
regarded as the most suitable for the experiment because the English language
skills were considered as very good by this group. The respondents got to
see three forms of advertisements for three different companies: Apple iPhone, Red
Bull and Renault. The advertisements were standardized in English, dubbed and
subtitled in the local language. Afterwards, they were asked on their opinions
on the ad and on their attitude towards the brand. English-only ads gained a
lower score in three out of three countries, in comparison with the adapted
ads. The standardized ads scored also the lowest in the results with regard to
the attitude towards the brand. The remarkable thing is that the rest of the
results are different from each other per country, per type of advertisement,
and per brand/per commercial. For example, the dubbed and subtitled
advertisements score the same as well at Red Bull as at Renault in Germany, but
the subtitled ad scored higher than the dubbed one at Apple iPhone. Subtitled
advertisements had the most positive influence on the attitude towards the
brand. This study has shown that the attitude towards the brand is lower at
English-only ads.

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This essay begins with a discussion
of the two articles. It will then go on to the similarities and differences.
The last paragraph will be a conclusion where the differences and similarities
will be revised.

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