The appreciation of multilingual advertising for spanish/ntourist destination brands in the target market/ngermany

Abstract

The application of foreign language in advertising has become/never more common in advertising praxis. Scientific investigation about this/nphenomenon is however little. As foreign languages evoke associations/nand stereotypes in advertisee’s minds, this work investigates the effects of/nforeign language in one special kind of advertising; namely the one for/ndestination brands. The latter bear the particular characteristic that the/nlanguage applied in this kind of marketing communication is already part/nof their actual product. Paying attention to intercultural sensitivity, the/nresearch focuses on one language/target combination and lays its interest/non how German people appreciate multilinguality in Spanish destination/nadvertising. A triple diamond research design, developed for this study,/nguides the research proposal administered for a three year doctoral thesis./nFollowing a sequential exploratory strategy of a mixed method approach,/nthe three stepped research design proposes to conceive one qualitative/nresearch being succeeded by two additional quantitative steps.