Flattering me in the right way: exploring language use and ethnic cues in localized advertising among Singaporean consumers

• Main Authors: Lou, Chen, Zhou, Xuan, Huang, Irene Xun, Goh, Xin Yun, Lee, Yan Jie, Loon, Bryan Kin Tat, Por, Xin Rong
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2023
• Subjects: Social sciences::Communication; Advertising Effectiveness; Ethnic Cues
• Online Access: https://hdl.handle.net/10356/170321
• Institution: Nanyang Technological University

Global brands have been experimenting with localized advertising strategies, such as using local languages, to build rapport with ethnic consumers. This study examines the assumptions of communication accommodation theory and offers new insights. Specifically, in a Singapore context that boasts two...