Are there some words that are taboo or off limits in your culture? Are there words that mean something very negative, but only when used in a certain context? I bet that there are, and you can be sure that if these words exist in your first language, they also exist in your new language. This is why it is actually a good thing to learn the swear words and derogatory expressions used in your new language.
Try it. Speak Spanish without judgement. Is it important to learn slang when you are learning a new language? Yes, it is! You may be wondering why, and this article will tell you. Read on to find out why it is so important to learn slang. Better understand a culture You can learn a lot about a culture if you learn slang and idioms. Prevent misunderstandings If you learn slang expressions of a language, you will be better able to understand what people are saying. Understand popular music and literature Slang is everywhere in popular music and writings.
Fit in somewhere new When you know slang, you are better able to fit in when you visit another country. Avoid causing offense Think about the slang in your native language for a moment. Free language book Get insightful tips on language learning, productivity, building habits, and more. Thank you! Your submission has been received! Speak Spanish with confidence today. These findings indicate that the excessive use of internet slang advertising copy in ESL does not increase audience attention to brands of luxury goods.
Luxury goods are subject to a high perceived risk; thus, information must be processed more carefully. In contrast to the level of information processing necessary for necessity goods, information on luxury goods requires in-depth processing.
When a product becomes a luxury good, the use of SL in advertisements prompts consumers to associate the advertised products with high quality because SL is associated with high value and credibility Lin and Wang, and serves as the principal language with rigor and reliability Yip and Matthews, Therefore, appropriately embedding internet slang can increase attention to a brand.
However, the use of inappropriate internet slang would not achieve positive advertising effects. Our study indicates that because of its high levels of creativity and timeliness, internet slang may temporarily increase audience attention to advertising language, but it cannot produce the same effect on higher status products such as luxury goods. Furthermore, an excessive use of internet slang may cause the audience to feel frivolous, which damages the trust consumers have in a brand or product.
For example, a highly trusted advertising language generates better results Kronrod et al. The second experiment also showed that in terms of brand awareness and product evaluation, advertising copies in ESL had the lowest scores; the conventional use of SL for advertising copies can thus yield superior performance compared with the extensive use of internet slang for advertising copies.
The rapid spread of internet platforms means that internet slang can become a social buzzword under certain circumstances Sun et al. Once internet slang gains public recognition and spreads at an extremely rapid rate, numerous corporations will begin to integrate it into their advertising copies. In practice, the use of internet slang requires careful consideration by marketing practitioners. Although internet slang can significantly enhance product evaluation, it may undermine advertising reliability.
Marketing practitioners should use internet slang based on their communication objectives to produce effective results. In addition, rather than simply following the current internet slang trends, marketing personnel should employ differentiated advertising strategies depending on the type of product to help align the implemented advertising copy with that product.
Our work has a few limitations, which opens up avenues for future research. First, creativity is one of the major features of internet slang, but it was not measured in our research. Novelty and creativity may be alternative explanations for the positive effect of EIL on attention and higher evaluations for advertisements and brand.
Future studies should focus on the connection between attention and the creativity and novelty features of internet slang. Second, notably, novelty and creativity cannot explain the negative effect of ESL. The excessive use of internet slang possibly leads to frivolousness, vulgarity, and incredulity about an advertisement, particularly for luxury goods that exhibit strengthened superiority and dignity.
Third, the process of code-switching costs more attention resources. Luna and Peracchio a argued that, when individuals direct their attention to the codeswitched word, they will activate the language schema to which that word belongs and become aware of the social meaning carried by that language.
The language schema associated with the code-switched term is subject to a high degree of elaboration because of the markedness of the term Johnston et al. However, more attention and high degree of elaboration do not necessarily mean EIL and ESL are confusing; in fact, code-switching is generally socially motivated and is rarely a sign of a lack of fluency in either language Grosjean, ; Luna and Peracchio, b.
There might be some differences of how easy to understand the ads among SL, EIL, and ESL, future studies should add the items that measure how easy or hard to understand different advertisements. Timeliness of internet slang is another interesting feature that we did not examine in the current research.
Internet slang displays strong timeliness; the novelty and creativity of internet slang may decrease with time, and the corresponding positive effect may also decline. Finally, the current research examined the code-switching effect between SL and its variant for Chinese advertisements; however, whether it exists in other languages such as English or Spanish should be further examined by future studies. We examined the effect of internet slang on attention to advertisements, product evaluation, and advertising attitude by conducting two empirical studies, one of which involved eye-tracking experiments and the other applied questionnaires.
The results show that advertisements in EIL generated positive brand awareness and product evaluation and also increased advertising attention. Our findings reveal the complex effects of internet slang on advertisements and extend the external validation of code-switching theory.
These findings can guide advertisers in selecting an embedded language that can be effective in achieving their desired advertising effect. However, for different types of products that address dissimilar needs, practitioners should avoid the extensive use of internet slang once they have decided which advertising strategy and advertising copy they will use, particularly in relation to luxury goods.
They can decide to use SL or embed a small portion of internet slang into their advertisements. This study was carried out in accordance with the recommendations of Local Ethics Committee of Shenzhen University with written informed consent from all subjects.
All subjects gave written informed consent in accordance with the Declaration of Helsinki. SL and D-YG conceived and designed the experiments.
D-YG and YZ analyzed the data. D-YG and SL wrote the manuscript. SL and D-YG contributed materials and analysis tools. SL provided lab equipment for running the study. The funding sources had no role in the design of the study, data collection and analysis, decision to publish, or the preparation of the manuscript.
The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest. Ahn, J. Language and advertising effectiveness: code-switching in the Korean marketplace. A cross-cultural analysis of the effect of language on perceived risk online.
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Massar, S. Attentional bias in high- and low-anxious individuals: evidence for threat-induced effects on engagement and disengagement. Mathur, L. The effect of advertising slogan changes on the market values of firms. Monle, L. The refinement of measuring consumer involvement-an empirical study. I lived in Chile, only forty-five minutes from the border of Argentina, yet right across the border into Argentina, the slang is completely different.
I thought that was an interesting phenomenon since, in the US, most slang is widespread from state to state. As an English learner, slang is one of the hardest aspects of the language to understand. Every language has slang and sometimes nobody knows where some of the slang words or phrases come from. But people from the US have been using this phrase for so long that it is not even considered slang anymore, but it actually is.
So where did all of this slang come from and how does it evolve? As a matter of fact, English slang started as language used mostly by criminals in 16th and 17th century England and developed primarily in saloons and gambling houses. School children at this time were taught that using slang was taboo and improper, but children will be children and innately want to do what is forbidden.
So, slang began making its way amongst the youth. During the post-World War I era, society gained new attitudes about slang and there was now a demand for slang in entertainment, mass media, and fiction. Today, slang is embedded in our culture and people use it everyday even though they might not realize they are using it.
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