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Dub or sub: effects of dubbing versus subtitling on TV advertising efficacy

Author

Listed:
  • Daniele Scarpi

    (University of Bologna)

  • Gabriele Pizzi

    (University of Bologna)

  • Stefano Prestini

    (Bocconi University)

Abstract

TV advertising can be standardized or adapted for local markets. In that case, the available options are dubbing and subtitling. This research focuses on the comparison of TV advertising efficacy when the same (foreign) ad is dubbed rather than subtitled in the viewer’s native language. It uses a 2 (dubbed vs. subtitled) × 2 (German vs. Italian) experimental design on 260 respondents for an English ad, dubbed or subtitled in German and Italian, respectively. It advances a moderated sequential mediation model with ad adaptation as independent variable, ad attitude and brand attitude as mediators, language similarity as moderator, with ad sharing and brand purchase intention as dependent variables. Results show that dubbing works better than subtitling in driving positive attitudes toward the ad, which in turn affects how viewers perceive the brand. In turn, attitude toward the brand positively affects the intention to share the message and purchase the advertised brand. Instead, language similarity does not moderate the relationship between ad adaptation and attitude toward the ad.

Suggested Citation

  • Daniele Scarpi & Gabriele Pizzi & Stefano Prestini, 2020. "Dub or sub: effects of dubbing versus subtitling on TV advertising efficacy," Italian Journal of Marketing, Springer, vol. 2020(2), pages 189-206, September.
    • Handle: RePEc:spr:ijmark:v:2020:y:2020:i:2:d:10.1007_s43039-020-00008-3
    DOI: 10.1007/s43039-020-00008-3
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    References listed on IDEAS

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    1. Margherita Pagani & Ronald E. Goldsmith & Andrea Perracchio, 2015. "Standardization vs. adaptation : consumer reaction to TV ads containing subtitled or English dubbed ads," Post-Print hal-02313220, HAL.
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    Cited by:

    1. Filipovic, Jelena, 2023. "Television food ads aimed at children in South-Eastern Europe: Cultural outlook and implications," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

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