Du fait de la confusion qui règne dans le domaine de la publicité, de nombreux responsables de marketing international se sont rendu compte que les consommateurs ne pouvaient pas vraiment porter autant d'attention à toutes les publicités auxquelles ils sont exposés. La capacité de la publicité à retenir l'attention constitue le principal facteur déterminant son efficacité. Récemment, des publicitaires nord-américains ont commencé à utiliser des langues étrangères dans leurs messages comme un moyen permettant d'accroître l'efficacité de leurs publicités. Cette étude tente de déterminer l'effet de l'utilisation des langues étrangères pour renforcer l'efficacité publicitaire.
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