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Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising.

ABSTRACT: Internet slang is a new language with innovative and novel characteristics, and its use can be considered a form of creative advertising. Embedding internet slang into advertisements can thus enhance their creative quality and increase the attention paid to them. In this study, we examined the effect of the characteristics of internet slang on attention to advertisements, brand awareness, product evaluation, and attitudes toward advertising by conducting two empirical studies, one utilizing eye-tracking experiments and the other utilizing questionnaires. We found that using internet slang in advertising significantly increased audience attention compared with standard language but did not necessarily improve product evaluation and brand awareness for various types of goods. We discovered code-switching effects of psycholinguistics existed in standard language and its variant (internet slang). Our findings can guide advertisers in selecting the embedded language that can be effective in achieving their desired advertising effect. Our findings also indicate that the excessive use of internet slang may have a negative effect on brand and product evaluation.

SUBMITTER: Liu S

PROVIDER: S-EPMC6566129 | biostudies-other | 2019

REPOSITORIES: biostudies-other

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Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising.

Liu Shixiong S Gui Dan-Yang DY Zuo Yafei Y Dai Yu Y

Frontiers in psychology 20190607

Internet slang is a new language with innovative and novel characteristics, and its use can be considered a form of creative advertising. Embedding internet slang into advertisements can thus enhance their creative quality and increase the attention paid to them. In this study, we examined the effect of the characteristics of internet slang on attention to advertisements, brand awareness, product evaluation, and attitudes toward advertising by conducting two empirical studies, one utilizing eye- ...[more]

PMID: 31231278

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Project description:BackgroundChildhood obesity is affecting an increasing percentage of families globally. For families, obesity is often a tense issue, not least because of the negative stigma and cultural perceptions associated with it. Discussions around childhood obesity do not take place only at home or in healthcare, but increasingly on social media, such as Internet discussion forums. Our aim was to analyse how childhood obesity is discussed on a Finnish online discussion forum by parents of children with obesity and other commenters.MethodWe gathered and analysed 16 discussion threads on childhood obesity taken from a Finnish Internet discussion forum, vauva.fi, between 2015 and 2021 (a total of 331 posts). For the analysis, we chose threads where the parents of a child with obesity took part. The parents' and other commenters' discussions were analysed and interpreted with inductive thematic analysis.ResultsIn the online discussions, childhood obesity was discussed mostly in the context of parenting, parental responsibility and lifestyle choices within the family. We identified three themes that were used to define parenting. In the theme of proving good parenting, parents and commenters listed healthy elements in their family's lifestyle to show their responsibility and parenting skills. In the theme of blaming bad parents, other commenters pointed out mistakes in the parents' behaviour or offered them advice. Moreover, many acknowledged that some factors causing childhood obesity were outside the parents' influence, forming the theme of lifting the blame from parents. In addition, many parents brought up that they were genuinely ignorant of the reasons for their child's overweight.ConclusionsThese results are in line with previous studies suggesting that in Western cultures obesity - including childhood obesity - is typically seen as the individual's fault and is associated with negative stigma. Consequently, counselling parents in healthcare should be expanded from supporting a healthy lifestyle to strengthening parents' identity as being good enough parents who are already making many health enhancing efforts. Situating the family in a wider context of the obesogenic environment could ease the parents' feelings that they have failed at parenting.

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Dataset Information

Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising.

Publications

Good Slang or Bad Slang? Embedding Internet Slang in Persuasive Advertising.

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