Dub or sub: effects of dubbing versus subtitling on TV advertising efficacy

TV advertising can be standardized or adapted for local markets. In that case, the available options are dubbing and subtitling. This research focuses on the comparison of TV advertising efficacy when the same (foreign) ad is dubbed rather than subtitled in the viewer’s native language. It uses a 2 (dubbed vs. subtitled) × 2 (German vs. Italian) experimental design on 260 respondents for an English ad, dubbed or subtitled in German and Italian,...