English in Advertisements: Dutch Attitude, Comprehension, and Preference

Abstract

This study examines Dutch attitudes toward English, the comprehension of English, and preferences for English in advertisements. In particular, it seeks to answer the question whether international businesses should use standardized or adapted advertisement campaigns. With a questionnaire administered to a sample of the Dutch population, the following question was investigated: do Dutch consumers understand English in advertisements and is English in advertisements well received? Results show that the Dutch have a neutral attitude toward the use of English in advertisements. The results also show that a large number of participants comprehend the English text in advertisements and that participants prefer standardized advertisements over Dutch adaptations. The present study provides empirical support for the practice of standardization instead of Dutch adaptation by international businesses that advertise in the Netherlands.