Online ISSN: 2515-8260

Do Transliterated Ads Impact Ad-Liking: Evidences From A Multi-Cultural Society

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Susan Mathew,Minimol M C


Abstract - The study was intended to find the impact of transliterated ads on ad liking using two sets of language advertisements. The study used a 2 (English language and Regional language) x 2 (English written in Regional language and Regional language written in English) experimental design to test the effect of transliteration on ad-liking. Hair shampoo a medium involvement product was selected as a stimulus to do the experiment. To control any confounding effects of brand familiarity a fictitious brand was used in the current study. The study revealed that transliterated global language advertisements were better liked and had a greater positive attitude compared to a regional transliterated advertisement.

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