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首页> 外文期刊>Journal of Business Research >Adapted or standardized copy: Is non-cultural English the answer?
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Adapted or standardized copy: Is non-cultural English the answer?

机译：改编或标准化的副本：非文化英语是答案吗？

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摘要

International advertisers often wonder whether to adapt their copy to each country they operate in or to globally standardize their message, especially in non-Anglophone markets. While the current business lingua franca is English, how easily can it be introduced into advertising without alienating consumers, and would a simpler English message work better? Does the culture of a brand also influence the impact of English use in non-Anglophone markets? This research examines the interaction between language choice and brand culture in a non-Anglophone market Specifically, the studies review the value of Globish, a non-cultural form of English. The results suggest that using standardized English copy has relevance in non-Anglophone countries for global brands, but that Globish can also be useful for local brands seeking to upgrade their value in a local market Globish is shown to be an interesting alternative option in adapting or standardizing advertising strategies. Managerial implications close the paper.
机译：国际广告商经常想知道是否要根据其在每个国家/地区使用其广告文字，还是要在全球范围内标准化其信息，尤其是在非英语市场中。尽管目前的通用商业语言是英语，但如何在不疏远消费者的情况下将其引入广告中呢？简单的英语信息会更好地工作吗？品牌文化是否还会影响非英语市场上英语使用的影响？这项研究考察了非英语市场中语言选择和品牌文化之间的相互作用。具体而言，研究回顾了非英语形式的英语Globish的价值。结果表明，在非英语国家中，使用标准化英文副本与全球品牌相关，但是Globish对于寻求在本地市场上提升价值的本地品牌也很有用。事实表明，Globish是适应或适应全球需求的有趣选择。标准化广告策略。管理意义关闭了本文。

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