Bilingualism and the Emotional Intensity of Advertising Language

This research contributes to the current understanding of language effects in ad- vertising by uncovering a previously ignored mechanism shaping consumer re- sponse to an increasingly globalized marketplace. We propose a language-specific episodic trace theory of language emotionality to explain how language influences the perceived emotionality of marketing communications. Five experiments with bilingual consumers show (1) that textual information (e.g., marketing slogans) expressed in consumers’ native l