Gedubde reclames zijn wel degelijk vervelend

Isabelle

Cuykx

We ergeren ons massaal aan de reclamespots op televisie waarbij de geschrapte originele stemmen heringesproken worden door middelmatige Vlaamse acteurs. Nochtans had eerder onderzoek in enkele Europese landen aangetoond dat de houding van het publiek ten opzichte van gedubde spots even positief was dan de meningen die het publiek nahield op ondertitelde spots. Een Vlaamse studente van de KULeuven is er echter achtergekomen dat dit zogezegd gangbaar effect niet van toepassing is in Vlaanderen of Wallonië. Dubbing scoort over het algemeen slechter wanneer er gepeild wordt achter de attitudes ten opzichte van de reclamespot en ten opzichte van het geadverteerde merk dan ondertitelde spots of volledig Engelstalige spots zouden doen. Waarom dubbing specifiek bij ons minder geliefd is, is niet volledig duidelijk. Het ligt in ieder geval al niet aan de gangbare mediacultuur, aangezien er zowel in Vlaanderen, dat als ondertitelingsregio wordt bestempeld, als in Wallonië, een dubbingsregio, negatievere houdingen zijn ten opzichte van het overspreken van de originele taal in reclamespots. Toekomstig onderzoek moet nu uitwijzen of gedubde reclames ook minder effectief blijken op andere meetschalen, zoals aandacht, koopgedrag of herinnering van de reclamespot.

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