Advertising persuasion in China: Using Mandarin or Cantonese?

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• 作者：Shixiong Liu ; Xiaoshan Wen ; Lina Wei ; Weihong Zhao
• 关键词：Accent ; Advertising persuasion ; Advertising appeal ; Product involvement
• 刊名：Journal of Business Research
• 出版年：2013
• 出版时间：December, 2013
• 年：2013
• 卷：66
• 期：12
• 页码：2383-2389
• 全文大小：550 K

文摘

Advertising persuasion may differ based on different languages and/or dialects. Using Chinese samples, this study experimentally tests how a spokesperson's accents (standard Mandarin accent and local Cantonese accent) influence advertising persuasion across different product involvements (high- or low-involvement products) and different advertising appeals (rational or emotional ads). The results show that ads promoting high (low)-involvement products will produce higher persuasion when the ads use Mandarin (Cantonese) rather than Cantonese (Mandarin). In addition, ads with rational (emotional) appeals will result in higher persuasion when presented in Mandarin (Cantonese) rather than Cantonese (Mandarin). The findings contribute to a better understanding of an ad's persuasion with respect to a spokesperson's accents, and offer managerial implications for marketers doing advertising in a multilingual environment such as China.