Standardization vs. Adaptation: consumer reaction to TV ads containing subtitled or English dubbed ads

The aim of this study is to gain a better insight into the effect of using linguistically standardized (in English) TV adverts as opposed to two types of linguistically adapted commercials (dubbed in the local language or subtitled in the local language) on attitude-towards-the-ad and attitude-towards-the-brand. We ran a between-subjects experiment in three countries (Italy, Germany, and Spain) with three different versions of commercials (English only, dubbed in the local language, and subtitled in the local language) and assessed the effect of three different versions of the ads on attitude-towards-the-ad and on attitude-towards-the-brand. Results indicate that English-only adverts were less preferred than the alternatives and led to lower brand attitudes as well. This result was consistent for three advertised products (mobile phone, canned drink, and automobile) and replicated in all three countries, showing that this effect is robust.