<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2182-8458</journal-id>
<journal-title><![CDATA[Tourism & Management Studies]]></journal-title>
<abbrev-journal-title><![CDATA[TMStudies]]></abbrev-journal-title>
<issn>2182-8458</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2182-84582024000100079</article-id>
<article-id pub-id-type="doi">10.18089/tms.20240106</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Linguistics and marketing: The effect of foreign languages in advertising messages]]></article-title>
<article-title xml:lang="es"><![CDATA[Lingüística y marketing: El efecto de las lenguas extranjeras en los mensajes publicitarios]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Alcántara-Pilar]]></surname>
<given-names><![CDATA[Juan Miguel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Duarte]]></surname>
<given-names><![CDATA[Iván Manuel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bermúdez-Martínez]]></surname>
<given-names><![CDATA[María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rodríguez-López]]></surname>
<given-names><![CDATA[María Eugenia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,University of Granada Faculty of Education, Economy and Technology Marketing and Markets Research Department]]></institution>
<addr-line><![CDATA[Ceuta ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,University of Granada Faculty of Education, Economy and Technology ]]></institution>
<addr-line><![CDATA[Ceuta ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,University of Granada Faculty of Education, Economy and Technology Language and Literature Didactics Department]]></institution>
<addr-line><![CDATA[Ceuta ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>03</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>03</month>
<year>2024</year>
</pub-date>
<volume>20</volume>
<numero>1</numero>
<fpage>79</fpage>
<lpage>89</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2182-84582024000100079&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2182-84582024000100079&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2182-84582024000100079&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognising the language in advertising messages influences the company's perceived image and Word-of-Mouth (WOM). We used a between-subjects experimental design to select five languages as independent variables: Italian, Turkish, Russian, English, and French. An audio-only advertising message for a fictional company was created and translated into these languages. Native Spanish- speaking participants listened to the message in a foreign language and responded to inquiries about the advertised firm. The findings clearly demonstrate that recognising the language significantly impacts both company image and WOM. This underscores the nuanced role of language in shaping perceptions in international advertising. The study provides valuable insights into effective language choices for global advertising strategies, emphasising the necessity of linguistic considerations beyond mere comprehension. Recognising and leveraging the symbolic nature of languages can profoundly influence consumer perceptions and communication strategies across diverse linguistic contexts, contributing to the overall effectiveness of international advertising campaigns.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En la publicidad internacional, los idiomas extranjeros a menudo cumplen propósitos simbólicos, cada uno asociado con características distintivas. Este estudio explora si el reconocimiento del idioma en mensajes publicitarios influye en la imagen percibida y el boca a boca (Word-of-Mouth, WOM) para la empresa. Utilizando un diseño experimental entre sujetos, seleccionamos cinco idiomas como variables independientes: italiano, turco, ruso, inglés y francés. Se creó un mensaje publicitario exclusivamente auditivo para una empresa ficticia y se tradujo a estos idiomas. Participantes de habla hispana nativa escucharon el mensaje en un idioma extranjero y respondieron a preguntas sobre la empresa anunciada. Los hallazgos demuestran claramente que el reconocimiento del idioma tiene un impacto significativo tanto en la imagen de la empresa como en el WOM. Esto destaca el papel matizado del idioma en la formación de percepciones en la publicidad internacional. El estudio proporciona perspicacias valiosas sobre elecciones de idioma efectivas para estrategias publicitarias globales, haciendo hincapié en la necesidad de consideraciones lingüísticas más allá de la mera comprensión. Reconocer y aprovechar la naturaleza simbólica de los idiomas puede influir profundamente en las percepciones del consumidor y las estrategias de comunicación en contextos lingüísticos diversos, contribuyendo a la efectividad general de las campañas publicitarias internacionales.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Language]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[recognition]]></kwd>
<kwd lng="en"><![CDATA[culture]]></kwd>
<kwd lng="en"><![CDATA[message]]></kwd>
<kwd lng="en"><![CDATA[cultural studies]]></kwd>
<kwd lng="es"><![CDATA[Idioma]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[reconocimiento]]></kwd>
<kwd lng="es"><![CDATA[cultura]]></kwd>
<kwd lng="es"><![CDATA[mensaje]]></kwd>
<kwd lng="es"><![CDATA[estudios culturales]]></kwd>
</kwd-group>
</article-meta>
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