ROLE OF LANGUAGE IN LOCAL CULTURE: A STUDY ON ADOPTION OF LOCAL LANGUAGE AND CULTURE IN ADVERTISING

Abstract

Language, an important means of expression is fundamental to a culture. This culture finds its expression in words and lingers as an intangible entity in creating an advertising message. The paper aims to examine the role of language in local culture and accepts its importance whilst creating an advertising communication. Primarily, to ensure its effect on the target audience. In the last few years there has been a notable rise in brands honoring the local culture and language with an aim to engage with the target audience better. Many global brands create bi/multi - lingual advertisements with an aim of geo-targeting. The research assists in substantiating that advertising in native languages projecting the local culture makes it more relevant to the target audience. Pathos takes center stage in framing of these advertisements. The paper studies the importance of language choice of digital ads and its effect on the target audience. Eventually to usher if ads that display language as central to the narrative assist in promoting and championing the local culture. The paper also tries to identify if language generates an emotional appeal in the audience consequently generating a better recall value of the advertisement. The authors of this paper plan to use mixed method approach with exploratory content analysis of choicest ads. Basic elements of advertising messages such as texts, visuals, auditory will be examined to identify the advertising message. Users’ receptiveness and engagements will be examined to understand perspective towards the advertisement. The paper understands the effect, role and importance of language and display of local culture in advertising