The effectiveness of subtitles in cross‐cultural television commercials
Little is known about the effectiveness of subtitles in cross‐cultural advertising messages. In an experimental study, we analyzed the advertising effectiveness of (non‐)subtitled English‐only TV commercials for different global brands. Advertising effectiveness was measured in two ways: communicati...
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| Veröffentlicht in: | World Englishes 2019-09, Vol.38 (3), p.387-403 |
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| creator | Raedts, Mariet Roozen, Irene De Weerdt, Emmy |
| description | Little is known about the effectiveness of subtitles in cross‐cultural advertising messages. In an experimental study, we analyzed the advertising effectiveness of (non‐)subtitled English‐only TV commercials for different global brands. Advertising effectiveness was measured in two ways: communication effectiveness (that is, perceived and actual comprehension of the advertising message and attitude towards the use of English in the commercial) and marketing effectiveness (attitude towards the commercial, the product and purchase intention). In addition, we took into account the verbal complexity of the commercials. We ran the experiment in two Belgian teenagers’ samples: a Dutch‐speaking sample (subtitling region) and a French‐speaking sample (dubbing region). We found that subtitles positively influence the communication effectiveness of English‐only commercials containing words that transcend the language level of elementary English learners. Subtitles also boost the marketing effectiveness of commercials with a significant number of words and expressions at (upper) intermediate learner's level. |
| doi_str_mv | 10.1111/weng.12430 |
| format | Article |
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In an experimental study, we analyzed the advertising effectiveness of (non‐)subtitled English‐only TV commercials for different global brands. Advertising effectiveness was measured in two ways: communication effectiveness (that is, perceived and actual comprehension of the advertising message and attitude towards the use of English in the commercial) and marketing effectiveness (attitude towards the commercial, the product and purchase intention). In addition, we took into account the verbal complexity of the commercials. We ran the experiment in two Belgian teenagers’ samples: a Dutch‐speaking sample (subtitling region) and a French‐speaking sample (dubbing region). We found that subtitles positively influence the communication effectiveness of English‐only commercials containing words that transcend the language level of elementary English learners. 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In an experimental study, we analyzed the advertising effectiveness of (non‐)subtitled English‐only TV commercials for different global brands. Advertising effectiveness was measured in two ways: communication effectiveness (that is, perceived and actual comprehension of the advertising message and attitude towards the use of English in the commercial) and marketing effectiveness (attitude towards the commercial, the product and purchase intention). In addition, we took into account the verbal complexity of the commercials. We ran the experiment in two Belgian teenagers’ samples: a Dutch‐speaking sample (subtitling region) and a French‐speaking sample (dubbing region). We found that subtitles positively influence the communication effectiveness of English‐only commercials containing words that transcend the language level of elementary English learners. Subtitles also boost the marketing effectiveness of commercials with a significant number of words and expressions at (upper) intermediate learner's level.</description><subject>Adolescents</subject><subject>Advertisements</subject><subject>Advertising</subject><subject>Commercials</subject><subject>Comprehension</subject><subject>Dutch language</subject><subject>English as a second language learning</subject><subject>Language attitudes</subject><subject>Subtitles & subtitling</subject><subject>Television</subject><issn>0883-2919</issn><issn>1467-971X</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2019</creationdate><recordtype>article</recordtype><recordid>eNp9kL9OwzAQhy0EEqWw8ASR2JBSzo6T2COqSqlUwVIEm-W4Z3CVJsVOWnXjEXhGnoS0YeaW33Df_dFHyDWFEe3qbofV-4gynsAJGVCe5bHM6dspGYAQScwklefkIoQVAPA8hQGZLT4wQmvRNG6LFYYQ1TYKbdG4psQQuSoyvg7h5-vbtGXTel1GDZa4dcHVXa9er9Ebp8twSc5sF3j1l0Py8jBZjB_j-fN0Nr6fxyYBCnEmtdYZN0xwkVAulrKwwiw1Xco8M8DAplQmaV4kxohcy9TkXBQpgJaMS47JkNz0eze-_mwxNGpVt77qTirGBM14mmVpR9321PF7j1ZtvFtrv1cU1EGVOqhSR1UdTHt450rc_0Oq18nTtJ_5BZF0bM0</recordid><startdate>201909</startdate><enddate>201909</enddate><creator>Raedts, Mariet</creator><creator>Roozen, Irene</creator><creator>De Weerdt, Emmy</creator><general>Blackwell Publishing Ltd</general><scope>AAYXX</scope><scope>CITATION</scope><scope>7T9</scope></search><sort><creationdate>201909</creationdate><title>The effectiveness of subtitles in cross‐cultural television commercials</title><author>Raedts, Mariet ; Roozen, Irene ; De Weerdt, Emmy</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c3010-69aaa64c28483148d9bf8cda1d976c020f519357b3cc87a95c748b500a92494e3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2019</creationdate><topic>Adolescents</topic><topic>Advertisements</topic><topic>Advertising</topic><topic>Commercials</topic><topic>Comprehension</topic><topic>Dutch language</topic><topic>English as a second language learning</topic><topic>Language attitudes</topic><topic>Subtitles & subtitling</topic><topic>Television</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Raedts, Mariet</creatorcontrib><creatorcontrib>Roozen, Irene</creatorcontrib><creatorcontrib>De Weerdt, Emmy</creatorcontrib><collection>CrossRef</collection><collection>Linguistics and Language Behavior Abstracts (LLBA)</collection><jtitle>World Englishes</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Raedts, Mariet</au><au>Roozen, Irene</au><au>De Weerdt, Emmy</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The effectiveness of subtitles in cross‐cultural television commercials</atitle><jtitle>World Englishes</jtitle><date>2019-09</date><risdate>2019</risdate><volume>38</volume><issue>3</issue><spage>387</spage><epage>403</epage><pages>387-403</pages><issn>0883-2919</issn><eissn>1467-971X</eissn><abstract>Little is known about the effectiveness of subtitles in cross‐cultural advertising messages. In an experimental study, we analyzed the advertising effectiveness of (non‐)subtitled English‐only TV commercials for different global brands. Advertising effectiveness was measured in two ways: communication effectiveness (that is, perceived and actual comprehension of the advertising message and attitude towards the use of English in the commercial) and marketing effectiveness (attitude towards the commercial, the product and purchase intention). In addition, we took into account the verbal complexity of the commercials. We ran the experiment in two Belgian teenagers’ samples: a Dutch‐speaking sample (subtitling region) and a French‐speaking sample (dubbing region). We found that subtitles positively influence the communication effectiveness of English‐only commercials containing words that transcend the language level of elementary English learners. 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| subjects | Adolescents Advertisements Advertising Commercials Comprehension Dutch language English as a second language learning Language attitudes Subtitles & subtitling Television |
| title | The effectiveness of subtitles in cross‐cultural television commercials |
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