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Adapted or standardized copy: Is non-cultural English the answer?

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  • Spielmann, Nathalie
  • Delvert, Mathilde

Abstract

International advertisers often wonder whether to adapt their copy to each country they operate in or to globally standardize their message, especially in non-Anglophone markets. While the current business lingua franca is English, how easily can it be introduced into advertising without alienating consumers, and would a simpler English message work better? Does the culture of a brand also influence the impact of English use in non-Anglophone markets? This research examines the interaction between language choice and brand culture in a non-Anglophone market. Specifically, the studies review the value of Globish, a non-cultural form of English. The results suggest that using standardized English copy has relevance in non-Anglophone countries for global brands, but that Globish can also be useful for local brands seeking to upgrade their value in a local market. Globish is shown to be an interesting alternative option in adapting or standardizing advertising strategies. Managerial implications close the paper.

Suggested Citation

  • Spielmann, Nathalie & Delvert, Mathilde, 2014. "Adapted or standardized copy: Is non-cultural English the answer?," Journal of Business Research, Elsevier, vol. 67(4), pages 434-440.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:4:p:434-440
    DOI: 10.1016/j.jbusres.2013.03.029
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    Cited by:

    1. Zhang, Chun & Laroche, Michel & Richard, Marie-Odile, 2017. "The differential roles of verbs, nouns, and adjectives in English and Chinese messages among bilingual consumers," Journal of Business Research, Elsevier, vol. 72(C), pages 127-135.
    2. Van Vaerenbergh, Yves & Holmqvist, Jonas, 2014. "Examining the relationship between language divergence and word-of-mouth intentions," Journal of Business Research, Elsevier, vol. 67(8), pages 1601-1608.
    3. Crawford, Heather J. & Gregory, Gary D., 2015. "Humorous advertising that travels: A review and call for research," Journal of Business Research, Elsevier, vol. 68(3), pages 569-577.
    4. Robert Nowacki, 2021. "Global or Adapted Advertising? Consumer Evaluation of Advertising Activity of Foreign Enterprises on the Polish Market," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 15(4), December.

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