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Click on the arrows to change the translation direction. Follow us. Choose a dictionary. Clear explanations of natural written and spoken English. Usage explanations of natural written and spoken English. Grammar Thesaurus. Word Lists. Choose your language. English American. Therefore, we designed another type of advertisement that comprised several internet slang words with embedded standard language ESL. ESL was designed to overuse internet slang.
These hypotheses are outlined as follows:. H2 : EIL in advertisements of luxury goods vs. H3a : EIL vs. SL in advertisements of necessity goods results in increased product evaluation, brand awareness, and attitude toward advertisements. H3b : EIL vs. SL in advertisements of luxury goods makes no significant difference in brand awareness, product evaluation, and attitude toward advertisements.
H4 : ESL vs. SL in advertisements of luxury goods results in decreased product evaluation, brand awareness, and attitude toward advertisements.
Before conducting formal experiments, we first performed a pilot study on advertising language screening and advertising copy evaluation. The pilot study served two purposes. The first purpose was to confirm that the three language versions SL, ESL, and EIL used in subsequent studies would not exhibit semantic differences; accordingly, we could exclude alternative explanations of semantics.
The second purpose was to ensure that the products and advertisements selected would not exhibit any distinct appeal. To compile a list of internet slang words, we applied our screening process to select the 20 most searched terms in China on Baidu.
The primary criteria established for this process were as follows: the term must be well known; its usage must be widespread; and it must not have negative connotations, rendering it suitable for the design of an advertising copy. The designed advertising copy covered necessity goods, such as mineral water, toothpaste, cooking oil, towels, and shampoo, and luxury goods, such as watches, cars, perfume, jewelry, and leather items.
To exclude the influence of prior knowledge, all brands of products used in the advertisements were fabricated and not similar to any real brand, for excluding the influence of prior knowledge. We first divided the advertising language into 10 groups for various products; each group contained three types of advertising language. The participants were 30 undergraduate students from the Shenzhen University.
The results indicated that there were no significant semantic differences between the three versions of advertising language, signifying that our study would not be affected by semantic differences. We recruited an additional group of 30 participants for the pilot study, all of whom were young people including university students and new employees.
Concurrently, to avoid other differences caused by the copy used, manipulative variables were used to rate the responses regarding the rational and emotional appeal of the same 30 advertisements.
Resnik and Stern proposed a standard definition of rational appeal based on 11 classification criteria: price, quality, characteristics, ingredients, purchase time and location, means of promotion, trial, function, packaging, guarantees, and novelty Resnik and Stern, Sciulli and Lisa proposed an emotional appeal scale comprising the following items: happiness, fear, joy, anger, interest, disgust, sadness, surprise, and numerous other emotional experiences.
Therefore, these classification criteria were adopted in the pilot study. To measure advertising appeal, we selected four items quality, ingredients, guarantees, and novelty from the rational appeal scale and four items happiness, interest, disgust, and sadness from the emotional appeal scale.
The participants were asked to evaluate these items for the 30 advertisements. For all statistical analyses performed using SPSS version For the formal experiment, we selected the copy according to the ratings received in the pilot experiment.
Therefore, the advertisements in three languages for both necessity goods and luxury goods did not differ in terms of rational and emotional appeal scores. The experimental materials were thus suitable for formal experimental study to explore the effect of advertising language versions on product evaluation, brand awareness, and attitude toward advertisements.
In total, healthy volunteers 71 female individuals; mean age: A 2 product type: necessity goods vs. All participants were right-handed, had normal vision with or without correction , reported no history of affective disorders or neurological diseases, and did not regularly use medication.
All participants provided written informed consent before the experiment, and the study protocol was approved by the Local Ethics Committee of Shenzhen University. All methods were conducted in accordance with the approved protocol. This system has outstanding capturing and contract capabilities, can rapidly and accurately compensate for head movement, and can provide instant feedback during the tracking process.
Thus, this system met the requirements of this experiment. After the initiation of the experiment, the screen displayed an advertising copy that was viewed by the participants. Three types of languages were used for the advertisements, namely SL, SL embedded with internet slang, and internet slang embedded with SL. As illustrated in Figure 1 , each advertisement contained five short sentences. Each advertisement was presented for 12 s to the participants. The study sequence was counterbalanced.
Figures on the advertisement copy with embedded language were then compared and adjusted to ensure that SL was embedded with internet slang and vice versa , that the corresponding regions of interest ROIs of each figure were the same, and that brand names were placed in the same location.
After the eye movement experiment, the participants answered a questionnaire on the advertising copy. Experimental stimuli were divided into three ROIs Figure 1. An ROI is a specific region presented to participants for visual stimulation. To perform an intergroup comparison, the selected ROI for the same types of products was same placement of the embedded and non-embedded languages within the ROI.
We selected three commonly used measures to evaluate attention to advertisements: fixation time Wedel and Pieters, ; Rayner et al. Fixation time is the length of time a participant spends viewing the target zone, and it represents the amount of information they have processed in the zone.
The longer the time is, the deeper the information processing in a specific area is. The number of fixations is a measure of the frequency of fixation in a zone by a participant; it represents the amount of information the participant has processed in the zone. The higher the number of fixations is, the greater the attention paid to the information in a specific zone is.
The pupil diameter measures the size of the pupil; it represents the level of interest a participant shows in a specific zone.
When the pupil diameter is enlarged, it implies the participant is viewing a zone that interests him or her. Because arousal plays a vital role in cognitive tasks Schimmack and Derryberry, ; Dresler et al. According to Massar et al. Post-hoc tests for multiple comparisons were corrected using the Bonferroni method. Significant interactions were analyzed through simple-effect models. Regarding the product type, the fixation time on necessity goods was shorter than that on luxury goods.
All means and SDs are presented in Table 1. Figure 2. Number of fixations and fixation time for standard language SL , embedded standard language ESL , and embedded internet slang EIL for necessity goods and luxury goods in study 1.
Table 1. Regarding the product type, the number of fixations on necessity goods was lower than that on luxury goods. The fixation time on necessity goods was shorter than that on luxury goods.
These results suggest that EIL attracts more attention to brand and product names. All means and SDs are shown in Table 1. Concerning the product type, the number of fixations on necessity goods was lower than that on luxury goods.
All means and SDs are listed in Table 1. A total of healthy volunteers female individuals, mean age: All participants provided written informed consent before the experiment, and the study protocol was approved by the Local Ethics Committee of the Shenzhen University. The products and advertising copy employed in this experiment were the same as those used in study 1.
We created an online survey on WJX, 1 a widely used online survey platform in China, to measure all the variables for experiments. Online surveys are usually subject to concerns such as an insufficient amount of time spent on questions and multiple questionnaires being completed by the same individual. The WJX survey platform avoids these problems by setting a minimum duration required to complete a questionnaire and by preventing users with the same IP address or device from participating multiple times.
We combined the scales developed by Gardner et al. Brand awareness is based on the brand equity model Keller, and includes both brand recognition and brand recall. Brand recognition refers to aided brand awareness, whereas brand recall refers to unaided brand awareness.
To measure product evaluation, Dodds et al. Finally, the following measures of product evaluation were used: perceived product quality quality, reliability, and durability , perceived product value cost effectiveness, acceptability, and value for money , and purchase intent purchase intent and considering purchase. The control variables in our study were as follows: 1 familiarity with internet slang, 2 attitude toward the internet slang, 3 product preferences, and 4 arousal.
All means and SDs are presented in Table 2. Figure 3. Brand awareness, product evaluation, and attitude toward advertisements for necessity goods and luxury goods in study 2. Table 2. All means and SDs are shown in Table 2.
These results suggest that the advertisements that used EIL performed better than those that used ESL and SL regarding brand awareness, product evaluation, and attitudes toward advertisements. Figure 4. Mediation of language type to brand awareness through attitudes toward advertisements. What does TCFW mean? What is the full form of TCFW? What does mV mean? What is the full form of mV?
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