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Article published In: Dutch Journal of Applied Linguistics
Vol. 4:1 (2015) ► pp.59–66

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The curiosity-evoking capacity of foreign languages in advertising

 | Radboud University Nijmegen
Published online: 17 August 2015
DOI logo with link
https://doi.org/10.1075/dujal.4.1.05hor
In commercial messages, such as advertisements, foreign languages are sometimes displayed. Regardless of whether readers understand the foreign language utterance, researchers have claimed that such foreign language display evokes curiosity to read the ad, and improves ad and product evaluation. Whereas empirical research has established the impact of foreign language display on evaluation, no studies have been conducted on its curiosity-evoking capacity. In this research note, the importance of this capacity is highlighted, and a first study is presented that tested this capacity. The results did not find support for the curiosity-evoking capacity of foreign language display.
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