A concept which addresses how an individual switches between cultural frames or systems in response to his environment. The presence of culture-specific peers can elicit culture-specific values. Cultural frame-switching (CFS) can be used to describe the switching of different language use depending on the context. Thus, CFS can be connected to cultural accommodation, which occurs when bilinguals respond to situations with the language that applies best to the situation they find themselves in. It is evident that language can have an effect on an individual’s thought process; this is because the language itself primes the individual’s cultural values, attitudes and memory, which, in turn, affect behavior. Thus, language has a powerful effect on how an individual responds to change.
Published in Chapter:
The Effect of Sociolinguism on Advertising Slogans: Language as a Conveyor of Cultural Characteristics
Juan Miguel Alcántara-Pilar (University of Granada, Spain), Ivan Manuel Sánchez-Duarte (University of Granada, Spain), Mª Eugenia Rodríguez-López (University of Granada, Spain), and Álvaro J. Rojas-Lamorena (University of Granada, Spain)
Copyright: © 2019
|Pages: 18
DOI: 10.4018/978-1-5225-5778-4.ch007
Abstract
The present research intends to check if foreign languages, as cultural conveyors, moderate the characteristics associated with advertising slogans. To understand better how the use of foreign languages can improve the persuasive capacity of ads, three research questions have been established: (1) with what sector of production is the use of foreign languages associated; (2) which characteristics are associated with the foreign language used in advertisements; and (3) what is the relationship between the foreign language used and the image of the firm. In order to answer these questions, the authors have designed an audio slogan translated into three languages: Italian, Turkish, and Russian. The total sample exposed to the slogan is composed of 184 subjects. The conclusions have shown that those firms that seek to communicate a symbolic meaning should select a language that conveys the desired cultural values, thus improving the persuasion already derived from the country of origin.