The influence of language on communication and persuasion in advertising.
Item
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Title
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The influence of language on communication and persuasion in advertising.
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Identifier
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AAI3310616
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identifier
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3310616
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Creator
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Carroll, William Ryall.
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Contributor
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Adviser: David Luna
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Date
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2008
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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The purpose of this dissertation is to contribute to both consumer research and sociolinguistics by applying and extending the sociolinguistic theory of language domains to advertising. Chapter 1 provides a review of some the existing language related consumer research and proposes in a theoretical framework the impact language variables can have on advertising communication and persuasion. Chapter 2 consists of a series of studies demonstrating that language domains are relevant to advertising evaluations and uncovers the underlying process that is driving these results. By uncovering the underlying process I also extend the current understanding of bilingualism's language processing effects on communication and uncover the psycholinguistics process underlying language domain theory. This research extends Luna and Peracchio's (2001) work by investigating bilingual language processing of single-language ads beyond message recall. Additionally, the research extends Koslow et al.'s (1994) findings, uncovering conditions in which minority language ads have superior evaluations.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
