Effects Of Borrowed Words And Different Wordings On The Efficiency Of Marketing Communication Messages - Theoretical Background Of Future Research

The aim of this paper is to collect and introduce the related theoretical background, models, and scientific goal of my future research. My aim is to reveal at a further stage of my studies how linguistic snobbery and different wordings influence consumers when choosing specific products. In my research, I will discuss the role of borrowed words in marketing communication and the communication effect of different wording of a message with the same content. A further aim of the research is to find out how consumer relates to borrowed words, whether the consumer is able to decode a communication message that contains a word of foreign origin, and what factors influence the interpretation of the message. There has been relatively little research in Hungary examining the effectiveness of communication messages, and the use of borrowed words has been considered a general linguistic issue in previous researches and has not been considered a paramount factor in communication messages. Specific literature background on the effect of different wording is not available, therefore the related theories and models should be based on several disciplines (neurolinguistics, psycholinguistics, rhetoric, communication and neuromarketing), which will function as the theoretical background for my research. One of the most crucial backgrounds of my research is the integrated marketing communication model, the main pillars of which include the target group, channel focus and results orientation, and the other is Jacobson’s language communication model. Roman Jacobson tries to explore the meaning of linguistic communication, characterizes the elements of linguistic communication, assigns functions to communication factors, and communicates with the functions he defines. The basis of my primary research - questionnaire survey, focus group analysis and in-depth interview - includes he integrated marketing communication model: target group, channel focus and efficiency. In terms of the impact of wording, word order and borrowed words on communication effectiveness, I recommend FMCG (Fast Moving Consumer Goods) sector to be examined, as this sector generates the highest advertising expenditure. In terms of target group, I examine the effect above among the LOHAS consumer group (Lifestyles of Health and Sustainability) committed to sustainable consumption. It is expected that, depending on the results of the research, I will be able to make a proposal for communication optimization, and the studies may be adequate to develop a new measurement methodology.