Experimental Study of the Effect of Language (English and Spanish) on Advertisement Effectiveness with Puerto Rican Hispanic University Students

Even though the population of Puerto Rico includes a large percent of residents with some knowledge of the English language (bilinguals), the vast majority communicates using Spanish, which is their native language. Not surprisingly, the majority of advertisements in Puerto Rican media use the Spani...

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Detalles Bibliográficos
Autor principal: Carlos Lebrón
Formato: Artículo científico
Publicado: Centro de Investigaciones Comerciales e Iniciativas Académicas 2002
Materias:
Administración y Contabilidad
Acceso en línea:http://www.redalyc.org/articulo.oa?id=63170201
http://biblioteca.clacso.edu.ar/gsdl/cgi-bin/library.cgi?a=d&c=pr/pr-004&d=63170201oai
Aporte de:
Red de Bibliotecas Virtuales de Ciencias Sociales (CLACSO) de Consejo Latinoamericano de Ciencias Sociales
id I16-R122-63170201oai
record_format dspace
institution Consejo Latinoamericano de Ciencias Sociales
institution_str I-16
repository_str R-122
collection Red de Bibliotecas Virtuales de Ciencias Sociales (CLACSO)
topic Administración y Contabilidad
spellingShingle Administración y Contabilidad
Carlos Lebrón
Experimental Study of the Effect of Language (English and Spanish) on Advertisement Effectiveness with Puerto Rican Hispanic University Students
topic_facet Administración y Contabilidad
description Even though the population of Puerto Rico includes a large percent of residents with some knowledge of the English language (bilinguals), the vast majority communicates using Spanish, which is their native language. Not surprisingly, the majority of advertisements in Puerto Rican media use the Spanish language. The common sense assumption that Spanish advertising is significantly superior to English advertising when targeting Puerto Rican Hispanics living in Puerto Rico is tested experimentally in this study. The Social Value component of the Theory of Consumption Values was used to generate several Hypotheses that would favor the use of English language. The experiment used magazine-like printed illustrated advertisements to test the hypotheses, all of them dealing with relative effectiveness of Spanish versus English language advertisements. The results show that Spanish advertisements and English advertisements were about the same in terms of their persuasion effectiveness.
format Artículo científico
Artículo científico
author Carlos Lebrón
author_facet Carlos Lebrón
author_sort Carlos Lebrón
title Experimental Study of the Effect of Language (English and Spanish) on Advertisement Effectiveness with Puerto Rican Hispanic University Students
title_short Experimental Study of the Effect of Language (English and Spanish) on Advertisement Effectiveness with Puerto Rican Hispanic University Students
title_full Experimental Study of the Effect of Language (English and Spanish) on Advertisement Effectiveness with Puerto Rican Hispanic University Students
title_fullStr Experimental Study of the Effect of Language (English and Spanish) on Advertisement Effectiveness with Puerto Rican Hispanic University Students
title_full_unstemmed Experimental Study of the Effect of Language (English and Spanish) on Advertisement Effectiveness with Puerto Rican Hispanic University Students
title_sort experimental study of the effect of language (english and spanish) on advertisement effectiveness with puerto rican hispanic university students
publisher Centro de Investigaciones Comerciales e Iniciativas Académicas
publishDate 2002
url http://www.redalyc.org/articulo.oa?id=63170201
http://biblioteca.clacso.edu.ar/gsdl/cgi-bin/library.cgi?a=d&c=pr/pr-004&d=63170201oai
work_keys_str_mv AT carloslebron experimentalstudyoftheeffectoflanguageenglishandspanishonadvertisementeffectivenesswithpuertoricanhispanicuniversitystudents
bdutipo_str Repositorios
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