Santello, M (2015) Advertising to Italian English Bilinguals in Australia: Attitudes and Response to Language Selection. Applied Linguistics, 36 (1). pp. 95-120. ISSN 0142-6001
Abstract
This article explores attitudes and response to language selection in advertising targeting Italian bilinguals who belong to a defined speech community. The research builds upon (i) research on multilingual advertising by investigating its attitudinal correlates, and (ii) studies on advertising to bilinguals through the verification of the presence of processing fluency effects among Italian English bilinguals in Australia. Results drawn from a focus group show that attitudes towards the two languages are shaped both by the consideration of the audience’s bilingualism and the socio-psychological features the languages carry. Further data collected through a 2 (language of advertisements: English versus Italian) × 2 (language dominance: English versus Italian) between-subject experiment particularize these findings. A total of 103 circumstantial bilinguals of Italian descent evaluated four print advertisements. Arguably due to their high level of proficiency, subjects do not experience any processing fluency effect when exposed to advertising in their dominant language. On the contrary, English dominants respond more favourably to messages in Italian whereas Italian dominants respond more favourably to messages in English.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Languages Cultures & Societies (Leeds) > Linguistics & Phonetics (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 20 Jun 2018 14:09 |
Last Modified: | 20 Jun 2018 14:09 |
Status: | Published |
Publisher: | Oxford University Press |
Identification Number: | 10.1093/applin/amt037 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:128291 |