Taal en een aantal van haar varianten als mogelijke fitness cue voor consumentengedrag bij radio-advertenties.
- PatrickVyncke
Adverteren? Marketeer: let op je taalkeuze!
In een experimenteel onderzoek werden 4 fictieve radiospotjes, ingesproken door eenzelfde professionele stem, aan 122 respondenten aangeboden in telkens 3 Nederlandstalige taalvarianten: standaard Nederlands, West-Vlaams en Antwerps. De luisteraars, netjes verdeeld in 3 groepen: standaard Nederlands sprekers, West-Vlaams en Antwerps sprekers, moesten telkens op een 5 punten schaal aangeven wat ze van de reclames vonden. In de rand van dit onderzoek moesten ze ook nog een kleine vragenlijst invullen waarbij gepolst werd naar een aantal stereotiepe denkbeelden over elkaar.
Standaard Nederlands is overduidelijk een veilige keuze voor een marketeer in functie van economisch succes. Maar, de keuze van een taalvariant is klaarblijkelijk niet zo vrijblijvend. West-Vlaams wordt duidelijk meer gewaardeerd in de radiospotjes dan Antwerps, zelfs Antwerps sprekenden waarderen het West-Vlaams in reclames duidelijk meer dan dat West-Vlaams sprekenden dit doen bij reclames in het Antwerps. Een mogelijke verklaring vinden we onder meer in het effect van stereotypevorming: West-Vlamingen worden duidelijk positiever gestereotypeerd dan Antwerpenaren. Het was bovendien zeer verrassend vast te stellen dat de Antwerpenaar zichzelf dikwijls stereotypeerde als ‘dikke nek’, terwijl hij de West-Vlaming dan ging omschrijven als ‘noeste werker’. Niet alleen vanuit ethnolinguïstische invalshoek vinden we een verklaring, ook de sociale identiteitstheorie en sociale categorisatietheorie, het willen horen bij en het zich willen identificeren met een bepaalde bevolkingsgroep, ondersteunen deze bevindingen.
Deze studie heeft voor het eerst op een vrij ruime experimentele basis aangetoond dat de gesproken taal waarin men adverteert niet zo vrijblijvend is. Het al dan niet slagen van een bepaalde campagne en als gevolg hiervan een bepaald product, hangt duidelijk af van de taal waarin men adverteert. De taal lijkt onbewust een aantal eigenschappen te gaan triggeren bij de luisteraars, mede ingegeven op basis van een aantal stereotiepe denkbeelden, waarvan men aanneemt dat die gelieerd zijn aan economische en professionele eigenschappen van de sprekers. Standaard Nederlands staat synoniem voor sociale klasse en status en is bijgevolg altijd een goede keuze. Bij de keuze van een dialect blijken een aantal onbewuste factoren een doorslaggevende rol te spelen, die men zich als marketeer best realiseert.
Eléonore Vandevoorde
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