haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Mayer, H. Reisgys, E. |
| Otsikko: | Mundart in der Werbung - Effekte unter dem Aspekt sozialer Identitat (Dialect in publicity) |
| Lehti: | Jahrbuch der Absatz- und Verbrauchsforschung
1990 : VOL. 36:4, p. 418-432 |
| Asiasana: | SOCIOLINGUISTICS ADVERTISING EFFECTIVENESS |
| Kieli: | ger |
| Tiivistelmä: | In a quasi-experimental environment TV spots were emitted in the dialect of the indigenous population, in a foreign dialect and in Hochdeutsch. The efficiency of the spots was measured by the subjectively felt acceptance of the spot and the objective buying behaviour. The spot in the indigenous dialect marginally outperformed the other two. |
SCIMA