Language Framing Impact in International Ads

doi:N/A

eISSN: None / ISSN: 1010-7347

Journal of International Marketing and Marketing Research

2025, Volume 3, Issue 4 : 1-6

Research Article

Language Framing Impact in International Ads

Alicia R. Thompson

Rafiq Hassan

Min-Jae Lee

Department of Global Communication & Consumer Psychology, University of Melbourne, Australia

School of Cross-Cultural Marketing, Indian Institute of Business Research, India

Faculty of International Linguistics & Media, Seoul National University, South Korea

Abstract

Language framing—the choice of linguistic structure, tone, word connotation, cultural translation, and emotional encoding—plays a critical role in shaping consumer perception in international advertising. Rather than serving merely as a communication vessel, language acts as a psychological trigger influencing identity, trust, emotion, and purchase intention. This research examines how linguistic framing affects global advertising effectiveness across cultural, regional, and digital contexts. Using multilingual case analyses and hypothetical datasets, the study shows that language choice impacts brand authenticity, emotional resonance, cultural alignment, and perceived product value. A Global Linguistic Framing Model is proposed to guide multinational advertising strategies.

Keywords

Language Framing

Cross-Cultural Marketing

Consumer Linguistics

Global Advertising

Translation Strategy

Semiotics

License

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