haku: @indexterm advertising / yhteensä: 1883
viite: 1 / 1883
« edellinen | seuraava »
Tekijä:Bishop, M.
Peterson, M.
Otsikko:Comprende code switching? Young Mexican-Americans' responses to language alternation in print advertising
Lehti:Journal of Advertising Research
2011 : DEC, VOL. 51:4 p. 648-659
Asiasana:advertising research
advertising
languages
consumer attitudes
Kieli:eng
Tiivistelmä:This article examines how the alternation between two languages in advertisement influences bilinguals' attitudes towards the alternation and common advertising objectives. The study was conducted among 107 Mexican-American young adults. The findings suggest that placing a code-switched advertisement in English-language print medium results in more positive attitudes than placing it within Spanish-language print medium. These attitudes towards code-switching may have positive influence on advertising involvement.
SCIMA tietueen numero: 276639
lisää koriin
« edellinen | seuraava »
SCIMA