“ADVERTISING is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns.”
(Source: www.definethat.com)
Localization of Avertisements
From above definition, we can derive following important aspect of advertising process:
- Communicating a message - Cause
- Influence purchasing behavior & thought patterns - Effect
- Persuasive & Informative – Enabler
Language is the key criteria for effectiveness of these three aspects. Message must be communicated in a language which is comfortable to the audience and influence them in a positive manner. At the same time it will be more effective if the communication is persuasive and informative.
Language to be used in an advertisement should be determined based on the product and the user group for the product. For instance, advertisement for a luxury good should be publicized in English whereas same for a necessity is preferred to be done in local language for greater communicability and mass reach.
Two Indian Americans, Aradhna Krishna and Rohini Ahluwalia of University of Michigan and Minnesota, respectively, examined the role of language in advertising in India. Their results indicate that multinationals marketing products, among bilingual populations, should pay special attention to language.
They determined how the language hits viewers mind in relation to a product category. This happens as different products have different user groups. They found that participants’ perceptions of advertisements changes significantly when different languages are used. “While Hindi is associated with belongingness (close, personal, friendly, family), English is associated with sophistication (global, cosmopolitan, urban, upper class),” they wrote. They found that whereas detergents can be advertised effectively in Hindi, English is preferred for Luxury items like chocolates. Airtel, Coca Cola, Fevicol are some of the brands which advertise in local language in two and three tier cities. But as far as Cadbury is concerned, they prefer Hindi or mixed language.
The researchers also found that people responds favorably to mixed-language advertising. A classic example for mixed-language advertisement can be that of Frooti the first tetra pack fruit juice of India by Parle Agro Foods. They use the jingle “Mango frooti, fresh-n-juicy” with their Hindi advertisement effectively. Whereas use of Bengali language by all major advertisers for their products during Durga Pooja in Kolkata (rather whole Bengal) can be an example for use of local language to influence masses.
Coke in Bengali
- 
Rajeev Damani 
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September 24th, 2008 at 11:12 am
I truly agree to the fact that localised transcription always helps. But Rajeev, apart from the target group and the product category, the intent of the advertisement also plays a major role. If the communication is about educating the consumer to attract new loyals, language becomes really decisive. I beleive once the brand is established, the need for a language doesnt play that important a role. The logo and colour becomes the mark becomes the whole communication. Nevertheless we also have a blind media “Radio” where more often than not, local dialects are used. It just led me to think Gucci written in Gujrati,Hindi,Bengali or Telgu
Cheers
Sudip
September 24th, 2008 at 12:26 pm
I think the language issue is extremely relevant in a country like India, where the huge population is quite fragmented going by the sheer number of mother-tongues.
Unfortunately, thanks to all things British, we have adopteb English more than the Queen’s country itself (numbers you see).
This is exactly where the “exclusion” starts at!
Most of us, including yours truly, “walk English, Talk English but never ***k English”. This makes us forget, too often, that there exists billions of fellow countrymen who are completely uninitiated in the Queen’s language!
If we look at the “translated” advertisements, be in print or any other media, we find that most of them do not make much sense. I remember launching India Today Bangla edition, where the translated punch-line (planned) was going to be a disaster, approved by the senior management. We HAD to butt in & finally got the line right!
Unless we think vernacular (look at how vernacular media is proliferating), we will never ever be able to sweat the assets of our country.
Guccis & Givenchy’s can definitely postpone their arrivals. Those who’ll miss them can always fly down to the Malaysias & Bangkoks anytime!