Stefano Puntoni, Bart de Langhe, and Stijn van Osselaer from Erasmus University located in the Netherlands conducted a very interesting experiment that proved ad slogans that are in a person's native language connects to the consumer on a much higher and emotional level. To conduct this experiment they tested different slogans with participants and found differences in how the messages were perceived. By completing this experiment they were able to find out that native languages tend to be perceived as more emotional than messages expressed in their second language. This has nothing to do with the person's understanding or level of difficulty with the language but most people have personal memories that are usually in that native tongue rather than your second language, therefore a word in the slogan may trigger a memory. Also they found another reason why women are better than man: Women have a much stronger memory for emotional events. This related back to real life because for example i see an ad in my language about enjoying a type a coffee by the fire, this might trigger my memory of spending time with my family during christmas time by the fire and having an amazing time therefore would make me want to buy this coffee to remember these great times.
http://www.sciencedaily.com/releases/2008/12/081215111433.htm
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