Title: Hoe mainstream is ‘Citétaal’? De impact van het gebruik van jongerentaal in reclameslogans
Authors: Koeman, Joyce ×
Marzo, Stefania
Schoofs, Nives #
Issue Date: 2016
Publisher: Uitgeverij Boom
Series Title: Tijdschrift voor Communicatiewetenschap vol:44 issue:2 pages:168-184
Abstract: 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.
ISSN: 1384-6930
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Institute for Media Studies
Quantitative Lexicology and Variational Linguistics (QLVL), Leuven
× corresponding author
# (joint) last author

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