As the world has changed, so has advertising. Promoting a product, service, idea, place-thing-to-be-sold-here isn’t just about promoting features and benefits, it is also about promoting a sense of meaning and identity. And much to my surprise, an aspect of this that too often overlooked is the importance of language.
In a country there are a host of regional dialects and accents. In the US there are dozens, though the sake of simplicity we can “group” them into broader families ranging from seven to twenty (it really depends on which linguistic model you choose to apply). What this means is that various forms of the English language coexist and help define us in the context of where we are in relation to others. Marketers need to take into account that language is not just a way for us to speak (as in the transfer of information), it is also a revealing element of who we are.
Based on accent, word choice, etc. it is possible to determine our background and social status. Granted, depending on the context we may shift from one speech pattern to another, but the point is that language carries identifiers of class, region, gender identity, etc. (a dear friend originally from Alabama becomes decidedly more Southern after a drink or when in the company of other Southerners). The dialect used in an advertisement therefore has an influence on the brand and the way it is perceived. Some dialects are seen as friendly and down to earth, some sound erudite, while others are viewed as authoritative. Because of these various attitudes towards the dialects of the English language, choosing the right one for a campaign is relevant to the way consumers perceive the message put forth..
Some years ago, a US-based survey found (we’ve all heard about it at some time or another) that brands using standard British English were viewed more favorably and rated higher in quality and sophistication. That could of course be disputed since context and history play a role in the interpretation, but the underlying point holds true; because the variety of English used in marketing has a powerful influence on how the audience judges the spokesperson, who also functions as a voice for the brand, the attitudes consumer forms are transferred to the overall brand. The important point being that language identity not only enhances the message put forth, but also validates it.
Ultimately, as the cultural characteristics, including speech, of the spokesperson influence the persuasive process, the ability to identify with the spokesperson based on the dialect has an influence on the purchase intention. The more connected in terms of dialect the speaker and listener are, the more favorable the evaluation of speaker, and the associated brand, will be. Language creates a deeper sense of cultural belonging. By underlining and verifying a company brand, as well as enhancing the possibility of identification, the presence of dialect has a great impact on overall perception when promoting a product or brand through television adverts – simply because of the social constructions and strong attitudes towards our speech.
What that means is that when crafting a brand platform, a campaign, or even a simple one-off piece of collateral, the importance of language goes beyond word choice. If the goal is to connect, then how we sound is as important as what we say.