The examination of the role of tendency to language and ethnic identity on the preference of commercial advertising language

The cultural environment is made up of forces that affect the initial values, feelings, preferences and behaviors and this environment is considered in marketing and advertising. The cultural variables which are considered in marketing research are ethnicity, socioeconomic status, place of birth, ethnicity, language preference and competence in a second language. In this study we sought to determine the impact of ethnic identity and language preferences on preferred language of commercial advertisements and audiences' attitudes towards these advertisements. Among these variables national identity, gender and education were examined as adjustments variables. The population and the language of the study are Tabriz city and Azeri language respectively. The results of the study indicate that there is a positive attitude toward Azeri advertisements in Azeri-speaking population. Regarding that most people are willing to use Azeri language so these people prefer Azeri advertisements.