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

• المؤلفون الرئيسيون: Lou, Chen, Zhou, Xuan, Huang, Irene Xun, Goh, Xin Yun, Lee, Yan Jie, Loon, Bryan Kin Tat, Por, Xin Rong
• مؤلفون آخرون: Wee Kim Wee School of Communication and Information
• التنسيق: مقال
• اللغة: English
• منشور في: 2023
• الموضوعات: Social sciences::Communication; Advertising Effectiveness; Ethnic Cues
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/170321
• المؤسسة: 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...