An exploration of standardization and localization used as a dual strategy in image and textual messages in Italian print advertising.

Previous research in the field of Marketing Communication related to the debate between localization versus standardization strategies explores several different instances in which a standardized or a localized approach can be applied. Print advertising is the subject of several of these studies, especially for the analysis of the frequency of English words used in the message of advertisements in countries where English is not the first language. The present study explores the possibility of a dual strategy in print advertisements, where the image may be localized and the textual message standardized or vice-versa, and the impact of such a strategy. The country chosen for the case study is Italy which, from a political, social and cultural point of view, has a very recent history of presence and use of English words in its business language and in advertising in particular. In particular, the aim of the present research is to explore the preferences of the Italian consumers, of print advertisements with a localized image combined with text in English, compared with advertisements with a standardized image and text in English. Previous research into the impact of images versus the impact of text has indicated that images have a more immediate and stronger impact on a person’s response compared to the text. The present study aims therefore to explore if the use of a particular image (standardized or localized) can help the comprehension of the text and positively influence the consumer’s perception of a particular product. The unique interdisciplinary approach of this study using linguistics and advertising theory, contributes to a better understanding of the relationship between the level of comprehension of a foreign language (i.e. English) and its use in Italian print advertising. It also contributes to the standardization/localization theory with new insights into the different impact that combination of images and text of print advertisements have on Italian consumers. The most important contribution of the present study is in developing a research strategy that allows categorizing the extent of standardization and localization of advertisements of a particular country. The results of the research show the presence of some English words in 54.7% of the 792 advertisements analysed which is similar to the percentages observed in five other European countries previously studied. The comprehension of English of the 352 respondents was found to be very good. However many (85% of the sample) rated English words used in Italian advertisements as “unnecessary”, “meaningless” and “boring” . Moreover, contrary to the researcher’s expectation based on previous studies, the respondents to the present study did not seem to appreciate a localized image any more than an internationalized image when combined with a textual message completely in standard English. It seems that the negative impact of the use of English in this context overrode any potential positive response to a localised or a standardised image. These results indicate that in relation to advertising, there may be idiosyncratic aspects of particular countries, that multinational firms need to take account of, to overcome consumer differences and maximise effectiveness.