The Effects of Dialect Wording on Advertisement Recall

How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers

Bibliographic Data

ID21340712
AuthorsLiangyan Wang (0000-0002-8947-8945, Shanghai Jiao Tong University, corresponding author), Yuqing Zhang (0000-0001-8558-6087, Shanghai Jiao Tong University, corresponding author), Eugene Y Chan (0000-0002-6847-6545, Toronto Metropolitan University, corresponding author)
Year2025
Volume65
Issue1
Pages61-77
Publication date2025-01-02
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Advertising Research (JOURNAL)
Journal identifiersISSN: 0021-8499 • E-ISSN: 1740-1909
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00218499.2025.2464289
OpenAlexW4408186789
LanguageEN
Citations received2
References cited47

In dialect advertising, a brand uses variants of a single language to gain competitive advantages. However, the mechanism and boundary conditions of dialect communication remain unclear. Based on the construct of feeling of groundedness and the elaboration likelihood model, this research explores dialect effect on advertisement recall. Across six studies in China, this research offers evidence that dialect (versus Mandarin) advertisements arouse greater recall. Findings are supported by indicators of both adjusted recognition score and eye-tracking data. The feeling of groundedness plays a mediating role. Boundary conditions are examined (bicultural identity integration, traveler’s [versus settler] orientation, and warm [versus competent] brands benefits in memory enhancement), as well as downstream effects of the main effect

Advertising · Business · Connection (principal bundle) · Recall · Consumer Behavior in Brand Consumption and Identification · Digital Communication and Language · Engineering · Linguistics, Language Diversity, and Identity · Psychology