Guidelines for Using English in Advertising Local Products

Abstract

Background and Aims: Local products in Sakon Nakhon play an important role in the economy and culture. However, market expansion still faces language barriers, which affect access to diverse consumer groups. Advertising signs serve as a crucial tool for communication and stimulating purchasing decisions. In particular, using English can enhance marketing potential and expand opportunities for international market entry. The objectives of this study were 1) to study needs regarding the use of English for advertising local products in Sakon Nakhon and 2) to propose guidelines for applying English to advertise local products in Sakon Nakhon.

Methodology: This research was a quantitative study. The sample group consisted of 364 local product vendors and consumers in Sakon Nakhon using stratified sampling methods. The research instrument was a questionnaire, tested for reliability using Cronbach’s Alpha, with a value greater than 0.7, and for content validity, with an index greater than 0.5. Data analysis was conducted using descriptive statistics, including percentage, mean, and standard deviation.

Results: Local product vendors and consumers in Sakon Nakhon agree that English used in advertising should be short as the main priority, followed by grammatical accuracy and creativity through wordplay. Meanwhile, ambiguous, wordy, and redundant language should be avoided. Additionally, language styles should be adapted to target audiences, and technology should be integrated to enhance the effectiveness of local product advertising.

Conclusion: Proper signage design, combined with concise, accurate, and creative use of English, can effectively attract the attention of both Thai and international consumers. Additionally, it helps foster a positive image of local products and communities, ultimately leading to economic growth and improved quality of life for residents.