The appreciation of multilingual advertising for spanish
tourist destination brands in the target market
germany
(2014)Abstract
The application of foreign language in advertising has become
ever more common in advertising praxis. Scientific investigation about this
phenomenon is however little. As foreign languages evoke associations
and stereotypes in advertisee’s minds, this work investigates the effects of
foreign language in one special kind of advertising; namely the one for
destination brands. The latter bear the particular characteristic that the
language applied in this kind of marketing communication is already part
of their actual product. Paying attention to intercultural sensitivity, the
research focuses on one language/target combination and lays its interest
on how German people appreciate multilinguality in Spanish destination
advertising. A triple diamond research design, developed for this study,
guides the research proposal administered for a three year doctoral thesis.
Following a sequential exploratory strategy of a mixed method approach,
the three stepped research design proposes to conceive one qualitative
research being succeeded by two additional quantitative steps.