Language and Its Effects on Advertising Modality: The Case of Chinese and English

Kineta H HUNG; Roger M Heeler

doi:10.1016/S1441-3582(99)70211-9

Language and Its Effects on Advertising Modality: The Case of Chinese and English

Kineta H HUNG, Roger M Heeler

Department of Communication Studies

Research output: Contribution to journal › Journal article › peer-review

Abstract

This study examines how visual and musical stimuli contribute to perceived trendiness of the commercial across native Chinese- and English-speakers. Research results indicate that, though visual stimuli have stronger effects on both Chinese- and English-speakers, visual stimuli have stronger effects on Chinese-speakers than English-speakers. These findings are consistent with suggested differences between the Chinese and English language that could have affected the processing orientation of native speakers. The implications of the results are discussed.

Original language	English
Pages (from-to)	7-14
Number of pages	8
Journal	Australasian Marketing Journal
Volume	7
Issue number	2
DOIs	https://doi.org/10.1016/S1441-3582(99)70211-9
Publication status	Published - Dec 1999

Scopus Subject Areas

Communication

Access to Document

10.1016/S1441-3582(99)70211-9

Cite this

@article{4a8f7b100d9547528f2e5146416655ed,

title = "Language and Its Effects on Advertising Modality: The Case of Chinese and English",

abstract = "This study examines how visual and musical stimuli contribute to perceived trendiness of the commercial across native Chinese- and English-speakers. Research results indicate that, though visual stimuli have stronger effects on both Chinese- and English-speakers, visual stimuli have stronger effects on Chinese-speakers than English-speakers. These findings are consistent with suggested differences between the Chinese and English language that could have affected the processing orientation of native speakers. The implications of the results are discussed.",

author = "HUNG, {Kineta H} and Heeler, {Roger M}",

year = "1999",

month = dec,

doi = "10.1016/S1441-3582(99)70211-9",

language = "English",

volume = "7",

pages = "7--14",

journal = "Australasian Marketing Journal",

issn = "1441-3582",

publisher = "Elsevier BV",

number = "2",

}

TY - JOUR

T1 - Language and Its Effects on Advertising Modality

T2 - The Case of Chinese and English

AU - HUNG, Kineta H

AU - Heeler, Roger M

PY - 1999/12

Y1 - 1999/12

N2 - This study examines how visual and musical stimuli contribute to perceived trendiness of the commercial across native Chinese- and English-speakers. Research results indicate that, though visual stimuli have stronger effects on both Chinese- and English-speakers, visual stimuli have stronger effects on Chinese-speakers than English-speakers. These findings are consistent with suggested differences between the Chinese and English language that could have affected the processing orientation of native speakers. The implications of the results are discussed.

AB - This study examines how visual and musical stimuli contribute to perceived trendiness of the commercial across native Chinese- and English-speakers. Research results indicate that, though visual stimuli have stronger effects on both Chinese- and English-speakers, visual stimuli have stronger effects on Chinese-speakers than English-speakers. These findings are consistent with suggested differences between the Chinese and English language that could have affected the processing orientation of native speakers. The implications of the results are discussed.

U2 - 10.1016/S1441-3582(99)70211-9

DO - 10.1016/S1441-3582(99)70211-9

M3 - Journal article

SN - 1441-3582

VL - 7

SP - 7

EP - 14

JO - Australasian Marketing Journal

JF - Australasian Marketing Journal

IS - 2

ER -

Language and Its Effects on Advertising Modality: The Case of Chinese and English

Abstract

Scopus Subject Areas

Access to Document

Fingerprint

Cite this