Language Domain Effects on Bilingual Advertising

Ryall Carroll, Baruch College
David Luna, Baruch College
Translating advertising messages to the minority language is a common practice among marketers targeting linguistic minorities. This paper investigates the impact on this practice of a sociolinguistics theory called language domains. This research extends prior linguistic minority studies (Koslow, Shamdasni, and Touchstone 1994) by illustrating how each speech community has its own set of norms that govern language domains and that the proper use of language domains can result in more persuasive messages. The study also adds to sociolinguistic research by showing that language domains carry over to the realm of advertising.
[ to cite ]:
Ryall Carroll and David Luna (2008) ,"Language Domain Effects on Bilingual Advertising", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 973-974.