Article2016

A Bilingual’s Perspective on Polysemous and Single Meaning Slogans

Miguel Ángel Zúñiga · Ivonne M. Torres · Mihai Niculescu

9 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Advertising and Communication Studies

Abstract

Multiculturalism, bilingualism, consumer diversity and predominance of polysemous slogans has increased the complexity of consumer and advertiser interactions. Ad research considering the subjective feelings of ease-of-processing in ad evaluations is limited. Strategically, fluency has the persuasive capacity to impact Aad /Abrand despite consumers’ cultural differences and slogan type differences. In the case of single meaning slogans, comprehension played a limited role, therefore, advertisers might diminish the use of comprehension advertising strategies to influence both monolinguals and bilinguals. In the case of polysemous slogans, advertisers should consider that monolingual (vs. bilingual) consumers were impacted more by comprehension when forming Aad /Abrand.

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References

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2023A cultural perspective on the effects of comprehension and slogan meaning types on attitude toward the advertisement and brand 2024Social identification theory and the elaboration likelihood model: impact of strength of ethnic identification among African American consumers on services advertising evaluations

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