Decisions about dialect or written language in written advertising today are largely made on gut instinct. There is no empirical information on how customers perceive companies that communicate in Züritüütsch, Bärndütsch, Baseldytsch or an "average Swiss German". Nor does anyone know whether only Swiss companies are allowed to do this or also companies with headquarters abroad. The study "Ädverteising - Dialect in Advertising" answers these and other questions. The results will be presented on February 28 in Züri. Here you can register.
Communication and advertising in spoken dialect have been an important topic for companies for many years. For some years now, Swiss German and specific regional dialects have also been increasingly used in written advertising. However, there is no well-founded information among advertisers or agencies on the effect of written dialect on the perception of customers and their own brand. In particular, it is unclear what effect advertising in dialect has on comprehension, attention, and liking, and to what extent this differs by age, language area, and other characteristics.
The HWZ has investigated this together with Htp St.Gallen, Link, Publicis Zurich, the Swiss Idiotikon, the University of Zurich and advertising partners from the retail, financial services and consumer goods industries as well as the SWA. The results will be presented at a symposium on February 28. Afterwards, companies will present their experiences based on case studies and discuss them with the participants.