Introduction
English is fast gaining popularity in several parts of the world including the United Arab Emirates (UAE). The rising popularity of English has compelled several businesspeople in the UAE to advertise their products using the language. Since English is a foreign language, individuals have different attitudes regarding its use in the region. To ascertain the attitudes that members of the Emirati community have towards use of English in advertising, the study undertook a research and sampled 75 respondents from the region. It is within this context that the report examines the attitudes of the Emirati community on the use of English in advertising in the UAE.
Needs and Benefits
The needs and benefits of English use in advertising arise from its popularity. Meyer (2010) and Saraswati (2004) highlight that English is a popular language used in several parts of the world. One of the needs that initiate the relevance and use of English in advertising in the UAE is its popularity and extensive use. Another need that substantiates the significance of using English is its association with quality and innovation. Presently, various individuals equate English with quality and development, and hence, by using the language, a product’s appeal in the market can increase (Planken, Meurs & Radlinska, 2010). Some of the benefits that accrue from the use of English in advertising products in the UAE include appeal to a large market and high levels of awareness from non-natives and members of Emirati community.
Scope
The research revolved around the attitudes of individuals in the UAE concerning use of English in product advertising and their willingness to purchase them. In addition, the study examined the level of comprehensiveness of individuals in relation to products advertised using the English language in the UAE.
Method
The research used questionnaires to ascertain the attitudes that members of the Emirati community had concerning use of English to advertise products in the region. The study used 75 respondents targeted using a simple random method. Rubin & Babbie (2010) and Sanz (2005) explain that for enhanced quality of findings from the target respondents, it is imperative to use open-ended questionnaires. Therefore, to increase the quality of the findings, the study used open-ended questions that revolved around willingness, comprehensiveness, and attitude towards products advertised using English as opposed to those that use the native language.
The Questionnaire
- What are your attitudes towards products advertised using English as opposed to those, which use the native language?
- Are you likely to purchase products that use English in their advertising?
- In your own words explain your level of comprehensiveness towards products advertised using the English language?
Findings of the Analysis
The findings of the analysis demonstrated a diversity of opinions among the respondents. While some respondents believed that using English in product advertising was good and productive to the region, others believed that the products would perform better if marketers used the native language because the majority of consumers are native. Out of the 75 respondents, 14 stated that use of English in product advertising was not productive.
The respondents argued that their willingness to purchase products advertised using English was low. Conversely, 56 respondents elucidated that English use in product advertising increase the attitude, appeal, and market for the products both within and outside the region. The remaining five stated that the difference in language use did not affect their attitudes and willingness to purchase. Therefore, from the analysis of the study, it is evident that majority of individuals in the region have a positive attitude towards products advertised using English.
Recommendations
Stakeholders in the field of marketing need to use a blend of English and the native language in advertising products in the UAE region. Significantly, a combination of the two languages increases the level of comprehensiveness and appeal towards the products. Moreover, the blend can advance the attitudes of some natives. Another recommendation is empowerment and awareness creation in the Emirati community. The marketers and other stakeholders in the UAE need to educate the individuals in Emirati community on the benefits of using different languages to advertise their products.
References
Meyer, C. (2010). Introducing English linguistics. New York: Cambridge University Press. Web.
Planken, B., Meurs, F., & Radlinska, A. (2010). The Effects of the Use of English in Polish Product Advertisements: Implications for English for Business Purposes. English for Specific Purposes, 29, 225–242. Web.
Rubin, A., & Babbie, E. (2010). Essential Research Methods for Social Work. New York: Cengage Learning. Web.
Sanz, C. (2005). Mind and Context in Adult Second Language Acquisition: Methods, Theory, and Practice. Washington: Georgetown University Press. Web.
Saraswati, S. (2004). English Language Teaching: Principles & Practice. Telangana: Orient Blackswan. Web.