Es Tan Pura y Tan Refrescante: Language Choice in Codeswitched Advertising Slogans to Bilingual Hispanic Consumers

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dc.contributor.advisorChavez, Christopher
dc.contributor.authorHernandez Santos, Elim
dc.date.accessioned2021-09-13T18:37:13Z
dc.date.available2021-09-13T18:37:13Z
dc.date.issued2021-09-13
dc.description.abstractThe Hispanic American population along with its purchasing power is on rise. For the advertising industry, there is a great potential in this market that researchers should delve into. Based on the Markedness Model and the Matrix Language Frame Model, this research employs two experiments to examine bilingual Hispanics’ language preferences among an English-only, a Spanish-only, and a Spanglish (codeswitched) advertisement which include an adverbial intensifier in the slogan. A total of 230 bilingual subjects participated in experiment one. Participants were randomly assigned to one of the four print advertisements and were asked to mainly focus on the slogan. Subjects reported that language type (English) had a positive impact only on their attitudes towards the slogan. Intensified language, however, was not found significant. In terms of purchase intention, participants reported that neither language type nor intensified language had an impact on their attitudes. Nevertheless, when controlling for purchasing behavior, this variable had an impact on Hispanic consumers’ purchase intention. Last, language type (Spanish) was found significant in participants’ slogan recall, concluding that participants who saw the advertisement with the Spanish-only version of the slogan recalled the slogan more in comparison to the participants who saw the advertisement with the English-only version of the slogan. Using a second experiment (N=260) it was determined that codeswitched language (Majority-English) had an impact only on participants’ attitudes towards the slogan and (Majority-Spanish) on the purchase intention. However, the language of the intensifier had no impact. Additionally, an interaction effect was found significant in terms of slogan recall, concluding that when participants saw an advertisement with the Majority-Spanish version of the slogan, participants recalled more words when the language of the intensifier was in Spanish compared to when it was in English. Lastly, this study also found that participants’ attitudes towards codeswitching decreased after being exposed to an advertisement with a codeswitched slogan.en_US
dc.identifier.urihttps://hdl.handle.net/1794/26635
dc.language.isoen_US
dc.publisherUniversity of Oregon
dc.rightsAll Rights Reserved.
dc.subjectadverbial intensifiersen_US
dc.subjectadvertisingen_US
dc.subjectcodeswitchingen_US
dc.subjectcopywritingen_US
dc.subjectHispanicsen_US
dc.subjectSpanglishen_US
dc.titleEs Tan Pura y Tan Refrescante: Language Choice in Codeswitched Advertising Slogans to Bilingual Hispanic Consumers
dc.typeElectronic Thesis or Dissertation
thesis.degree.disciplineSchool of Journalism and Communication
thesis.degree.grantorUniversity of Oregon
thesis.degree.leveldoctoral
thesis.degree.namePh.D.

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