文档介绍：Jaime Noriega & Edward Blair
Advertising to Bilinguals: Does the
Language of Advertising Influence
the Nature of Thoughts?
When targeting bilingual consumers, advertisers have a choice to advertise in a bilingual’s native language or in
the country’s dominant language. Within the munity in the United States, for example, Kellogg has a
choice to advertise Frosted Flakes in English or in Spanish. But which is the better choice and why? This research
considers whether the choice of language in advertising to bilinguals influences the types of thoughts they have in
response to an advertisement. In other words, for a bilingual, can the exact same selling message cue different
associations depending on the language in which it is presented? 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. The authors consider this issue from a social cognition perspective. They hypothesize
that a native-language advertisement is 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, the
authors show that these effects are moderated by the consumption context presented in the advertisement.
Keywords: information processing, bilingualism, advertising, psycholinguistics, consumer research
primary topic of interest in the . literature on edges, values, and respects them. The moderators suggested
cross-munication is whether advertising by this mechanism are anything that would enhance or
Adirected at bilingual minorities is more effective if diminish these effects. For example, Deshpandé and col-
presented in the country’s dominant language or in the leagues (Deshpandé, Hoyer, and Donthu 1986; Forehand
bilinguals’ native language. According to the . Census and Deshpandé 2001) find that ethnic self-ide