haku: @author Peracchio, L. A. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Luna, D. Peracchio, L. A. |
| Otsikko: | Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach |
| Lehti: | Journal of Consumer Research
2002 : SEP, VOL. 28:2, p. 284-295 |
| Asiasana: | PSYCHOLOGY LANGUAGES ADVERTISING ANALYTICAL REVIEW MODELS |
| Kieli: | eng |
| Tiivistelmä: | This article examines a psycholinguistic model of bilingual concept organization and extends it to the processing of advertisements by bilingual consumers. The model suggests that second-language (L2) messages result in inferior memory as compared with first-language (L1) stimuli. These language asymmetries in memory are thought to occur because processing an L2 message at a conceptual level is less likely than processing an L1 message conceptually. Applying this notion to advertisements, this research examines picture-text congruity as a potential moderator of language effects in memory. The results suggest that a high level of congruity between picture and text facilitates conceptual processing of L2 messages, increasing memory for second-language ads. |
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