To swe*r or not to swear?

: impact of profane language in social media ads on brand perception and trust

Abstract

This research aims to explore the strategic use of profanity in social media advertising, focusing on its effects on brand perceptions such as emotionality, authenticity, trustworthiness, and brand personality. By examining how different styles of profanity (uncensored, censored, euphemistic) and language proficiency (native vs. non-native) influence consumer attitudes, the study seeks to demystify the role of swearing in marketing communication. Through a 3 profanity style x 2 language proficiency between-subjects design, this study revealed that incorporating the heaviest forms of profanity, uncensored or censored, can effectively enhance perceptions of authenticity, hedonic qualities, and brand personality traits such as aggressiveness and activity. Conversely, for brands aiming to emphasize simplicity and sophistication, the use of euphemistic swear words in social media advertisements offers a compelling solution. These insights provide actionable guidance for brands to tailor their communication strategies based on their desired image and audience expectations.

Date of Award	5 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)