What is it about?
Bilinguals respond to and use commercial messages differently from monolinguals. For example, a broadcast advertisement in a bilingual's second language (L2) could not just improve their comprehension of L2 expressions but also help recognise and rectify intonation issues to better express attitudes and emotions in L2., besides providing product information.
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Why is it important?
Print stimuli use has limited the utility of earlier findings from research on advertising to bilinguals for exercising one language skill (i.e. L2 reading). The use of audio-visual stimuli to exercise concurrently L2 listening and reading skills have been rare despite the increased consumption of TV advertisements through online video-sharing platforms.
Perspectives
We observed that L2 proficiency hardly facilitates meaning-deduction from within context, but the length of bilinguals’ residence does, indicating that bilinguals linguistically adapt to their L2 environment in time. Content features (e.g. message clarity) increase liking for the L2 advertisment while execution (e.g. music) improves L2 advertisement memory. Involvement with the advertised product does not affect L2 retention.
Özlem Özdinç
Freelance Media
Read the Original
This page is a summary of: Retention of televised advertising in L2: An experiment with Chinese–English bilinguals, International Journal of Bilingualism, August 2020, SAGE Publications, DOI: 10.1177/1367006920948130.
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