The Effect of Using English in Persian Advertisements on Iranian Target Groups

Abstract

The present study examined the effects of using English in products advertisements published in magazines in Iran on their Persian-speaking target audiences. 180 respondents, classified based on their gender and education, participated in this study. Respondents' perceptions of the product/brand image and attitudes towards the advertisements, their purchasing intention, and degrees of their comprehension of the English texts used in the advertisements were measured through a written questionnaire, which included ten advertisements containing English phrases or sentences. Findings revealed that the use of English in Persian advertisements positively affects Iranian target groups. However, in terms of their attitudes towards the product/brand and towards the advertisement and their purchasing intentions, this had more positive effects on Iranian women than men, on Iranian non-English students than English students, and finally, on Iranian MA and MS students than Iranians having a high-school diploma, BA or BS respectively. The findings of this study confirm the claims in the literature about the positive effects of using English in international advertising because of its symbolic value and its function as a prestige language evoking positive connotations regarding the brand. The results of this study are useful for ESP courses of business and marketing.