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Clarissa, Lidya Anastasya
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Analysis of the Influence of the Use of Foreign Languages in Advertisements on Public Perception Clarissa, Lidya Anastasya
Acta Psychologia Vol. 4 No. 1 (2025): April: Psychology and Health
Publisher : PELNUS | Pen en Light for Natural Union of Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/psychologia.v4i1.77

Abstract

This research explores the influence of foreign languages in advertisements on public perception, examining how language choices impact consumer attitudes and behaviors in an increasingly globalized marketplace. Through a mixed-methods approach, including surveys and experimental studies, the research reveals that the use of foreign languages particularly English, French, and Spanish significantly enhances perceptions of sophistication, quality, and brand prestige. The findings indicate that cultural sensitivity is crucial, as consumer reactions vary based on demographic factors such as age, education level, and cultural background. Additionally, the study highlights the effectiveness of code-switching in engaging bilingual audiences, fostering emotional connections and relatability. However, it also underscores the importance of authenticity in language use, as missteps can lead to perceptions of inauthenticity or cultural insensitivity. The implications for advertising strategies emphasize the need for tailored marketing approaches that consider demographic diversity and cultural context. This research contributes to the understanding of how language functions within advertising, suggesting avenues for future studies on the long-term effects of foreign language use on brand loyalty and consumer behavior.
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