Dual Language Processing of Marketing Communications
Ryall Carroll, David Luna, Laura A. Peracchio · Psychology Press eBooks · 2020
The examination of how language influences the perception and interpretation of marketing communications is the one common underlying theme in recent bilingual and multicultural research. This chapter helps the reader to understand how language choices and multilanguage situations impact the process and the social perception of a message. The three streams of research are unique language processing, bilingual cognitive processing, and bilingual-bicultural processing. The research examines some of the factors that determine the way in which people process and interpret messages and suggests future research directions. Language processing can differ in several ways, from obvious differences such as the direction in which the lexicon is read to more complex mental processes. These language differences exist, despite the fact that many modern languages descend from the same ancient languages. Research has shown how the use of language influences the type of processing undertaken by the viewer.