Thursday, June 15, 2006

Bib #17 "Cultural and language effects on Chinese bilinguals' and Canadians' responses to advertising."

Toffoli, Roy and Laroche, Michel. "Cultural and language effects on Chinese bilinguals' and Canadians' responses to advertising." International Journal of Advertising 21.4 (2002): 1-12

Increasing globalization of businesses is a sign that more work needs to be done on examining how consumers from different cultures perceive and react to different communication factors.

This journal examines how audiences from Hong Kong and English Canada - two cultures at opposite ends of the individualism - collectivism spectrum - differ in their perception of the honesty and forcefulness of a message source in an informational advertisement. It also examines the effects of these differences on the attitude towards the ad and the brand.

The journal also points out the notion that as an individual masters a second language he/she also adopts some of the cultural attitudes and values related to that language. This adoption of attitudes and values of the culture associated with a second language represents a form of acculturation.

The results of the study demonstrated in the journal, reinforce the need for managers to understand the distinctive characteristics of Chinese communication and their implications for persuasive messages.

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