Red de Bibliotecas Virtuales de Ciencias Sociales en
América Latina y el Caribe
Por favor, use este identificador para citar o enlazar este ítem:
https://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/50587
Registro completo de metadatos
Campo DC | Valor | Lengua/Idioma |
---|---|---|
dc.creator | Carlos Lebrón | - |
dc.date | 2002 | - |
dc.date.accessioned | 2022-03-17T18:05:30Z | - |
dc.date.available | 2022-03-17T18:05:30Z | - |
dc.identifier | http://www.redalyc.org/articulo.oa?id=63170201 | - |
dc.identifier.uri | http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/50587 | - |
dc.description | Even though the population of Puerto Rico includes a large percent of residents with some knowledge of the English language (bilinguals), the vast majority communicates using Spanish, which is their native language. Not surprisingly, the majority of advertisements in Puerto Rican media use the Spanish language. The common sense assumption that Spanish advertising is significantly superior to English advertising when targeting Puerto Rican Hispanics living in Puerto Rico is tested experimentally in this study. The Social Value component of the Theory of Consumption Values was used to generate several Hypotheses that would favor the use of English language. The experiment used magazine-like printed illustrated advertisements to test the hypotheses, all of them dealing with relative effectiveness of Spanish versus English language advertisements. The results show that Spanish advertisements and English advertisements were about the same in terms of their persuasion effectiveness. | - |
dc.format | application/pdf | - |
dc.language | en | - |
dc.publisher | Centro de Investigaciones Comerciales e Iniciativas Académicas | - |
dc.relation | http://www.redalyc.org/revista.oa?id=631 | - |
dc.rights | Forum Empresarial | - |
dc.source | Forum Empresarial (Puerto Rico) Num.2 Vol.7 | - |
dc.subject | Administración y Contabilidad | - |
dc.title | Experimental Study of the Effect of Language (English and Spanish) on Advertisement Effectiveness with Puerto Rican Hispanic University Students | - |
dc.type | artículo científico | - |
Aparece en las colecciones: | Facultad de Administración de Empresas (AACSB Accredited) - EGAE - Cosecha |
Ficheros en este ítem:
No hay ficheros asociados a este ítem.
Los ítems de DSpace están protegidos por copyright, con todos los derechos reservados, a menos que se indique lo contrario.