The effects of dialect on cognitive processing of print advertisements

Abstract

This study was designed to examine the effect of dialect on cognitive processing of print advertisements. This study specifically looked at the effect of dialect on recall, recognition, attitude, and cognitive processing of the advertisements. A within-subjects experiment was designed in which participants were shown four advertisements advertising four products in different categories by popular brands. Two ads were written in a Standard American English and two were written in Texas Southern dialect. Participants were asked to rate each advertisement and then instructed to watch a distracter video. Participants were then asked to recall as many brands and slogans as possible, recognize the slogans, and list all thoughts they had pertaining to each advertisement. Although the literature seemed to show the advertisements would be more accepted in the dialect, the opposite was found. Data analysis found that the ads written in the standard elicited more favorable attitudes, fewer negative thoughts, and were more likely to be recalled than those written in the dialect.