< Back to previous page

Publication

Hoe mainstream is ‘Citétaal’? De impact van het gebruik van jongerentaal in reclameslogans

Journal Contribution - Journal Article

This paper examines how language accommodation, in terms of incorporating a youth slang (Citétaal) in advertising slogans, enhances general advertising attitudes and buying intentions among youngsters. Citétaal, a youth slang spoken in multicultural areas in Flemish Limburg, is perceived as a variety spoken in the city of Genk by youngsters of migrant descent, but has spread among other urban youth in Flanders. In this experiment we examined variances in the attitudes and buying intentions generated by slogans in Citétaal and Standard Dutch according to multiple consumer identifications (viz. place of residence and migration background) as well as stereotypical associations with Citétaal. The results show that although ambivalent attributions are made to Citétaal and its speakers, its application in advertising is generally accepted and found appealing to a wide variety of youngsters. Incorporating the symbolic attributions made to a particular language variety can further optimize language accommodation strategies in advertising.
Journal: Tijdschrift voor Communicatiewetenschap
ISSN: 1384-6930
Issue: 2
Volume: 44
Pages: 168 - 184
Publication year:2016
BOF-keylabel:yes
IOF-keylabel:yes
BOF-publication weight:0.1
CSS-citation score:1
Authors from:Higher Education
Accessibility:Closed