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Perceptions of Cultural Sensitivity through Language Choice in Online Advertising: The Effects of Medium and Gender

This paper investigated the relationship between ethnic language in online and offline advertising and perceptions of advertiser cultural sensitivity. An experiment was conducted among bilingual Arabic/English speakers. In offline advertising, bilingual or Arabic-only ads were seen as more culturally sensitive than English-only ads. In online advertising, no overall differences in this perception were found based on language used. However, by examining gender, an important interaction effect was observed. Specifically, men viewed bilingual online advertising as most culturally sensitive, while women perceived Arabic-only advertising as most sensitive. This gives further support for the inclusion of individualspecific variables when investigating ethnic groups.