Is a Foreign Language More Attractive? The Effects of Japanese Code-Switching Advertising

• Published in: Xing Xiao Ping Lun Vol. 13; no. 3; p. 313
• Main Authors: Chou, Hsuan-Yi, Jen, Jung
• Format: Journal Article
• Language: Chinese
• Published: Sansia Academy of Taiwan Information Systems Research 01.10.2016
• Subjects: Advertising; Foreign language learning; Impact analysis; Japanese language; Studies; Taiwan
• ISSN: 1813-4483

Recent advertising practices in Taiwan indicate that local firms and multinational corporations usually embed foreign language such as Japanese in ad slogans, ad content, and brand names to expand the audiences' imagination. "Code-switching" refers to the insertion of foreign words or expressions into advertising, resulting in a mixed-language message. This study explores the effects of Japanese code-switching advertising and the possible moderators of its advertising effectiveness. The results of two experiments reveal the following. For consumers with a low degree of Japanese comprehension, a whole-Chinese ad is more effective than an ad containing Japanese code-switching. In contrast, for consumers with a high degree of Japanese comprehension, advertising with code-switching in Taiwanese brands is more effective than with whole Chinese. As for a Japanese brand, whether the advertising uses code-switching or not, the results remain the same. In ads that feature the primary attributes of advertised products