ENGLISH OR LOCAL LANGUAGE IN ROMANIAN ADVERTISING
L'ANGLAIS OU LA LANGUE AUTOCHTONE DANS LA PUBLICITÉ ROUMAINE

Summary/Abstract: English is the most frequent foreign language used in international advertising when brands target a global market. This paper aims to examine the preference for English versus Romanian language in advertising texts or slogans, the degree of comprehension of English advertising by Romanian consumers, and the possible significance that language choice may have on consumer behavior and perception of the brand.

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