engleski

Advantages of the use of English in advertising: Attitudes of Croatian speakers

English is most widely used language in modern advertising. Due to importance on a global scale, both political and economic, and association with modernity, urbanisation and quality, its status of the main language of advertising is not surprising. The purpose of this study is to enquire into consumers’ attitudes towards the use of English in advertisements (and compare them with those towards the use of Croatian). The data were collected by means of an online questionnaire administered to 77 participants. The results show that a greater number of the participants favour less complex and easier to understand slogans. The participants attribute to English the characteristics of modernity, elegance and reliability, which confirms the findings gained from previous studies. Finally, the respondents have more positive attitudes towards the use of English in advertisements for international products or companies, while Croatian is seen as more suitable for products meant for the Croatian market and produced in Croatia.

English, advertising, attitude

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