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...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	World Englishes 2019-09, Vol.38 (3), p.387-403
Hauptverfasser:	Raedts, Mariet, Roozen, Irene, De Weerdt, Emmy
Format:	Artikel
Sprache:	eng
Schlagworte:	Adolescents Advertisements Advertising Commercials Comprehension Dutch language English as a second language learning Language attitudes Subtitles & subtitling Television
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!