Not Lost In Translation
Source: University of Michigan (Ross)
Advertisers pushing products in bilingual countries generally focus on how best to turn a phrase or coin a slogan. But they should be spending time determining the actual language that best suits their product. "Language Choice in Advertising to Bilinguals" is one of the first studies to explore the consequences of language choice in commercial campaigns. Krishna, the Isadore and Leon Winkelman Professor of Retail Marketing, developed the research agenda as she noticed international firms selling more and more products around the world - and being exposed for the first time to bilingual (and even trilingual) consumers. Companies advertising in India, for example, might speak to customers in Hindi or English - or a mixture of the two.