本研究嘗試探討消費者在接收廣告訊息的時候，對於有無使用「外來語」這個元素的廣告，是否因為不同的品牌熟悉度以及不同的規範焦點因素，而對於消費者的廣告態度產生影響。具體來說，本研究企圖探討「外來語」對於廣告態度的影響是否會受到規範焦點與品牌熟悉度的影響。本研究取得的結果顯示，廣告中外來語的存在與否在消費者的廣告態度上有相反的效果，相較於沒有外來語的廣告來說，消費者對於具有外來語的廣告會產生較好的廣告態度。
而研究發現，消費者在面對不同高低的品牌熟悉度廣告時，只要有外來語存在，其廣告態度都會較佳。而對於不同規範焦點性格的消費者來說，在廣告態度上則有相反的效果，進取焦點得消費者對於有外來語的廣告，會顯現出較好的廣告效果，相反的，趨避焦點的消費者則是會對於有外來語的廣告產生較差的廣告效果。若是同時評估，不同品牌熟悉度與不同規範焦點的消費者，則可以發現在對品牌熟悉度高的情況之下，對進取焦點的消費者而言，使用外來語的廣告比不使用外來語的廣告，會產生更佳的廣告態度。但是對於趨避焦點的消費者來說，外來語的使用與否不會影響廣告態度。相反地來說，在對品牌熟悉度低的情況之下，對進取焦點的消費者而言，使用外來語的廣告比不使用外來語的廣告，會產生更佳的廣告態度。但是對於趨避焦點的消費者來說，則外來語的使用會有較差的廣告態度。

The research attempts to explore the moderating roles of consumer brand familiarity and regulatory focus in the impact of “loan-words” on consumer’s advertising attitudes. Specifically, this research is designed to examine the interaction effects of brand familiarity, regulatory focus and, loan-words on consumers' advertising attitudes. It is predicted that the presence or absence of loan-words in advertisements has a significant effect on consumers' advertising attitudes. Customers are likely to engender more positive advertising attitudes on the ads with loan-words than the ads without loan-words. Moreover, it is predicted that consumers are likely to engender positive advertising attitudes for the ads with loan-words, regardless of brand familiarity. Furthermore, it is hypothesized that, compared with prevention-focused consumers, promotion-focused consumers have more positive advertising attitudes on the ads with loan-words. On the contrary, prevention-focused consumers tend to engender more positive advertising attitudes for the ads without loan-words than those with loan-words. In addition, promotion-focused consumers with higher brand familiarity are likely to engender more positive advertising attitudes for the ads with loan-words than those without loan-words. In contrast, for preventive-focused consumers with higher brand familiarity, the availability of loan-words fails to affect consumer advertising attitudes.
On the contrary, promotion-focused consumers with lower brand familiarity are likely to engender more positive advertising attitudes for the ads with loan-words than those without loan-words. In contrast, preventive-focused consumers with lower brand familiarity, the ads without loan-words tend to engender more positive advertising attitudes than those with loan-words.

Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions: International advertising and global consumer culture. International Journal of Advertising, 29(1), 37-56.

Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.

Aydinoglu, N., & Cian, L. (2014). Show me the product, show me the model: Effect of picture type on attitudes toward advertising. Journal of Consumer Psychology, 24(4), 506-519.

Bamoriya, H., & Singh, R. (2011). Attitude towards advertising and information seeking behavior: a structural equation modeling approach. European Journal of Business and Management, 3(3), 45-54.

Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.

Chalkidou, T. V., Bradley, M. J., & Liu, H. (2013). Identifying risk propensity of parks and recreation professionals: a certified park and recreation professional case study. Journal of the Oklahoma Association for Health, Physical Education, Recreation, and Dance, 50(3), 35-42.

Childers, Terry L., and Michael J. Houston, (1984). Conditions for a picture superiority effect on consumer memory, Journal of Consumer Research, 11(2), 643-655.

Chuang, S. C., Tsai, C. C., Cheng, Y. H., & Sun, Y. C. (2009). The effect of terminologies on attitudes toward advertisements and brands: Consumer product knowledge as a moderator. Journal of Business and Psychology, 24(4), 485-491.

Chung, H., & Zhao, X. (2011). The effects of humor on ad processing: Mediating role of brand familiarity. Journal of Promotion Management, 17(1), 76-95.

De Bock, T., & Van Kenhove, P. (2010). Consumer ethics: The role of self-regulatory focus. Journal of Business Ethics, 97(2), 241-255.

Dholakia, U. M., Gopinath, M., & Bagozzi, R. P. (2005). The role of desires in sequential impulsive choices. Organizational Behavior and Human Decision Processes, 98(2), 179-194.

El-Adly, M. I., & Aicinena, S. (2010). The impact of advertising attitudes on the intensity of TV ads avoiding behavior. International Journal of Business and Social Science, 1(1), 9-22.
Eze, U., & Lee, C. H. (2012). Consumers' attitude towards advertising. International Journal of Business and Management [P], 7(13), 94-108.

Fagley, N. S., & Miller, P. M. (1987). The effects of decision framing on choice of risky vs certain options. Organizational Behavior and Human Decision Processes, 39(2), 264-277.

Friedrich, P. (2002). English in advertising and brand naming: Sociolinguistic considerations and the case of Brazil. English Today, 18(3), 21-28.

Harvey, M. (2000). A beginner's course in legal translation: The case of culture-bound terms. ASTTI/ETI, 357-369.

Haws, K. L., Dholakia, U. M., & Bearden, W. O. (2010). An assessment of chronic regulatory focus measures. Journal of Marketing Research, 47(5), 967-982.

Higgins, E. T. (1997). Beyond pleasure and pain. The American psychologist, 52(12), 1280-1300.

Higgins, E. T. (2002). How self-regulation creates distinct values: The case of promotion and prevention decision making. Journal of Consumer Psychology, 12(3), 177-191.

Hong, C. S. (2002). The influence of the terminology to the customer’s attitude and purchase intension — The interfering effect of the product’s innovativeness. Master's Thesis, Department of Business Administration, Fu-jun University, Taiwan.

Hrakhouskaya, M. & Königsson, V. (2010). Consumer perception and decoding of language-mixed advertisements in the Swedish consumer market. (Student paper). Högskolan i Halmstad

Hsu. Jia-Ling, (2008). Glocalization and English mixing in advertising in Taiwan Its discourse domains, linguistic patterns, cultural constraints, localized creativity, and socio-psychological effects. Journal of Creative Communications, 3(2), 155-183.

Hutchinson, J., & Zenor, M. (1986). Product familiarity and the strength of brand-attribute associations: A signal detection theory approach. NA-Advances in Consumer Research Volume 13.

Jin, H. S., & Lutz, R. J. (2013). The typicality and accessibility of consumer attitudes toward television advertising: implication for the measurement of attitudes toward advertising in general. Journal of Advertising, 42(4), 343-357.

Kager, R., Ma, Q., & Wang, J. (1999). Optimality Theory (Vol. 2). Cambridge: Cambridge University Press.

Kao, D. T. (2013). The impacts of goal orientation, terminology
effect and source credibility on communication effectiveness. Journal of Applied Social Psychology, 43, 2007-2016.

Kirmani, A., & Campbell, M. C. (2009). Taking the target’s perspective: The persuasion knowledge model. Social Psychology of Consumer Behavior, 2, 297-316.

Krishnan, H. S., & Smith, R. E. (1998). The relative endurance of attitudes, confidence, and attitude-behavior consistency: The role of information source and delay. Journal of Consumer Psychology, 7(3), 273-298.

Kristensen, T., Gabrielsen, G., & Jaffe, E. D. (2014). Is familiarity a moderator of brand/country alliances? One more look. Transnational Marketing Journal, 2(2), 61-77.

Lepp, S. (2013). A study of the use of English and other languages in TV-commercials in Sweden. (Student paper). Karlstads universitet.

Lien, N. H. (2001). Elaboration likelihood model in consumer research: A review. Proceedings of the National Science Council, 11(4), 301-310.

MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143.

Magnoni, F., & Roux, E. (2011). The impact of brand familiarity, branding and distribution strategy on luxury brand dilution. In actes deThe 2011 World Marketing Congress-Academy of Marketing Science, Reims Management School, (pp. cd-rom).

McIntyre, K. A., & Platania, J. (2009). Giving in to group pressure: The impact of socialization and risk on perceived outcomes. Current Research in Social Psychology, 15(2), 15-32.

Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67-71.

Militaru, P. (2008). English influences in Romanian business vocabulary. Journal of Applied Economic Sciences (JAES), (3), 121-126.

Mitchell, A. A., & Olson, J. C. (2000). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Advertising & Society Review, 1(1), 318–332.

Muehling, D. D., & Laczniak, R. N. (1988). Advertising's immediate and delayed influence on brand attitudes: Considerations across message-involvement levels. Journal of Advertising, 17(4), 23-34.

Nong, S., De Schryver, G. M., & Prinsloo, D. J. (2002). Loan words versus indigenous words in Northern Sotho—A lexicographic perspective. Lexikos, 12(1).

Perera, L. C. R., & Chaminda, J. W. D. (2013). Corporate social responsibility and product evaluation: The moderating role of brand familiarity. Corporate Social Responsibility and Environmental Management, 20(4), 245-256.

Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer.

Pollay, R. W., & Mittal, B. (1993). Here's the beef: factors, determinants, and segments in consumer criticism of advertising. The Journal of Marketing, 57(3), 99-114.

Puntoni, S., De Langhe, B., & Van Osselaer, S. M. (2009). Bilingualism and the emotional intensity of advertising language. Journal of Consumer Research, 35(6), 1012-1025.

Sherry, J. F., & Camargo, E. G. (1987). “May Your Life Be Marvelous:” English Language Labelling and the Semiotics of Japanese Promotion. Journal of Consumer Research, 14(2), 174-188.

Tian, A., & Backus, A. (2013). Transliteration or loan translation: Constraints on English loanwords’ integration into Mandarin Chinese. Tilburg Papers in Culture Studies, 44(9), 1-16.

Varga, D., Orešković Dvorski, L., & Bjelobaba, S. (2012). English Loanwords in French and Italian Daily Newspapers. Studia Romanica et Anglica Zagrabiensia, 56, 71-84.

Whan Park, C., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.

Xie, G. X., & Kahle, L. R. (2014). Approach or avoid? The effect of regulatory focus on consumer behavioural responses to personal selling attempts. Journal of Personal Selling & Sales Management, 34(4), 260-271.

Yazdani, S. (2014). A comparative study of translation strategies of fast-food advertising texts from English into Persian and Arabic. Scientific Journal of Review, 3(6), 405-410.