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| Format: | Artículo científico |
| Language: | en |
| Published: |
Universidad de Puerto Rico
2002
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| Online Access: | https://www.redalyc.org/articulo.oa?id=63170201 |
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Table of Contents:
- Experimental Study of the Effect of Language (English and Spanish) on Advertisement Effectiveness with Puerto Rican Hispanic University Students Carlos Lebrón Administración y Contabilidad Even though the population of Puerto Rico includes a large percent ofresidents with some knowledge of the English language (bilinguals), thevast majority communicates using Spanish, which is their native language.Not surprisingly, the majority of advertisements in Puerto Rican media usethe Spanish language. The common sense assumption that Spanish advertisingis significantly superior to English advertising when targeting PuertoRican Hispanics living in Puerto Rico is tested experimentally in this study.The Social Value component of the Theory of Consumption Values wasused to generate several Hypotheses that would favor the use of Englishlanguage. The experiment used magazine-like printed illustrated advertisementsto test the hypotheses, all of them dealing with relative effectivenessof Spanish versus English language advertisements. The results showthat Spanish advertisements and English advertisements were about thesame in terms of their persuasion effectiveness. 2002 artículo científico 1541-8561 https://www.redalyc.org/articulo.oa?id=63170201 en http://www.redalyc.org/revista.oa?id=631 Forum Empresarial application/pdf Universidad de Puerto Rico Forum Empresarial (Puerto Rico) Num.2 Vol.7