Subtitles in English-only TV commercials
Previous studies on the effects of subtitles in cross-national English spoken commercials have yielded contradictory results regarding young and highly educated viewers’ ad and brand attitudes. Most studies did not examine whether local-language subtitles are still necessary for older viewers to un...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
openjournals.nl
2023-12-01
|
| Series: | Dutch Journal of Applied Linguistics |
| Subjects: | |
| Online Access: | https://dujal.nl/article/view/11354 |
| _version_ | 1797378165837922304 |
|---|---|
| author | Mariet Raedts Irene Roozen |
| author_facet | Mariet Raedts Irene Roozen |
| author_sort | Mariet Raedts |
| collection | DOAJ |
| description |
Previous studies on the effects of subtitles in cross-national English spoken commercials have yielded contradictory results regarding young and highly educated viewers’ ad and brand attitudes. Most studies did not examine whether local-language subtitles are still necessary for older viewers to understand the English dialogues in the commercials. In a between-subjects experiment, we examined whether subtitles had a positive effect on (1) participants’ understanding of what the actors in commercials were saying to each other, and (2) participants’ attitudes towards commercials. Our sample (N = 188) consisted of viewers over age forty with different educational backgrounds living in a typical subtitling region. Our study showed that subtitles did not affect viewers’ attitudes towards the commercials. Local-language
subtitles, however, increased participants’ understanding of what was said in the commercials, regardless of their educational level. Subtitles in English spoken commercials intended for an older and broad audience are, therefore, certainly not superfluous.
|
| first_indexed | 2024-03-08T20:02:51Z |
| format | Article |
| id | doaj.art-2e286ec5bae14a158ee1d34ee7328e69 |
| institution | Directory Open Access Journal |
| issn | 2211-7253 |
| language | English |
| last_indexed | 2024-03-08T20:02:51Z |
| publishDate | 2023-12-01 |
| publisher | openjournals.nl |
| record_format | Article |
| series | Dutch Journal of Applied Linguistics |
| spelling | doaj.art-2e286ec5bae14a158ee1d34ee7328e692023-12-23T11:35:16Zengopenjournals.nlDutch Journal of Applied Linguistics2211-72532023-12-011210.51751/dujal11354Subtitles in English-only TV commercialsMariet Raedts0Irene Roozen1University of AntwerpKU Leuven, Faculty of Economics and Business, Department of Marketing Previous studies on the effects of subtitles in cross-national English spoken commercials have yielded contradictory results regarding young and highly educated viewers’ ad and brand attitudes. Most studies did not examine whether local-language subtitles are still necessary for older viewers to understand the English dialogues in the commercials. In a between-subjects experiment, we examined whether subtitles had a positive effect on (1) participants’ understanding of what the actors in commercials were saying to each other, and (2) participants’ attitudes towards commercials. Our sample (N = 188) consisted of viewers over age forty with different educational backgrounds living in a typical subtitling region. Our study showed that subtitles did not affect viewers’ attitudes towards the commercials. Local-language subtitles, however, increased participants’ understanding of what was said in the commercials, regardless of their educational level. Subtitles in English spoken commercials intended for an older and broad audience are, therefore, certainly not superfluous. https://dujal.nl/article/view/11354subtitlescross-national advertisingcommunicative effectivenessEnglish-only commercials |
| spellingShingle | Mariet Raedts Irene Roozen Subtitles in English-only TV commercials Dutch Journal of Applied Linguistics subtitles cross-national advertising communicative effectiveness English-only commercials |
| title | Subtitles in English-only TV commercials |
| title_full | Subtitles in English-only TV commercials |
| title_fullStr | Subtitles in English-only TV commercials |
| title_full_unstemmed | Subtitles in English-only TV commercials |
| title_short | Subtitles in English-only TV commercials |
| title_sort | subtitles in english only tv commercials |
| topic | subtitles cross-national advertising communicative effectiveness English-only commercials |
| url | https://dujal.nl/article/view/11354 |
| work_keys_str_mv | AT marietraedts subtitlesinenglishonlytvcommercials AT ireneroozen subtitlesinenglishonlytvcommercials |