Effective advertising through language adaptation: tailoring ads to diverse purchasing contexts

Abstract

Brands often adjust their advertising strategies to align with the purchase context, accounting for differences in consumption target (purchases for self vs. others) and consumption domain (everyday vs. special occasions). This study examines how language adaptation methods in advertisements-specifically, dubbing versus subtitling-can be tailored to different purchase contexts to enhance brand evaluations. Drawing on Construal Level Theory, the authors delineate when a construal fit between language adaptation methods and purchase context characteristics occurs. Experiments conducted across three countries reveal that matching construal levels improves processing fluency and, consequently, brand evaluations. This effect is particularly pronounced for subtitled advertisements promoting purchases for others or special occasions. The findings offer strategic guidance for global brand managers, indicating that tailoring language adaptation methods to specific purchase occasion characteristics can substantially enhance brand evaluations across international markets.