A Study To Determine the Effects of Standard Language Versus Accented Language on Television Ads

Abstract

Advertisers try to send their message to consumers who have different language background. To create an effective advertisement, business managers need to understand how to motivate consumers who have different language background. Main purpose of this research is to measure the responses of the subjects, who have different district background and gender, to the advertisements prepared with standard and accented language. It is studied that how the variables such as perception of source attractiveness, attitude toward speech style, attitude toward advertising and purchase intention, differ in advertisements with different speech style. the data collected from 379 subjects selected by convenience sampling method was tested by ANOVA for repeated measures. the response of subjects was analyzed according to the different gender and regional background for advertising. According to the findings, subjects found the ads with accent more effective than the ones with standard language. the effect of the advertisement showed difference by region but not by gender.