Learn the Effects of Using a Dialect in Text Ads on Advertisement Recall

Summary

This study explores how dialect wording in advertisements can enhance consumer recall and deepen brand connections. By examining six studies conducted in China, the research demonstrates that dialect advertisements evoke a stronger feeling of groundedness, leading to better recall compared to standard Mandarin ads. The findings are supported by both adjusted recognition scores and eye-tracking data. The study also identifies boundary conditions such as bicultural identity integration, traveler versus settler orientation, and brand characteristics (warm versus competent) that influence the effectiveness of dialect advertising. These insights provide valuable guidance for marketers in choosing the appropriate advertising language to enhance consumer engagement and memory.