A marketer’s perspective of Integrated Marketing Communication through the lenses of linguistic relativity

Abstract

Marketers often assume that their messages will resonate uniformly across linguistic borders in a globalized communication ecosystem. However, this assumption overlooks the powerful, often invisible force of linguistic relativity; the idea that language influences thought and perception. Rooted in the Sapir-Whorf hypothesis (Whorf, 1956), this concept suggests that even when words appear shared, their meanings can diverge dramatically based on linguistic and cultural context. This insight holds especially true in countries like India, where linguistic diversity is not only vast but deeply embedded in social and regional identities. In such a context, marketing communication must move beyond literal translation to achieve conceptual resonance. Effective marketing messaging demands a nuanced understanding of how language influences cognition, emotion, memory, and cultural alignment. While integrated marketing communication (IMC) literature emphasizes the importance of language, little is known about how practitioners perceive and apply the theory of linguistic relativity in their daily creative decisions, often intuitively rather than explicitly. This research addresses this gap by examining how Indian advertising professionals, who regularly operate in multilingual environments, navigate and negotiate language choices in their campaigns. The theoretical foundation is complemented by insights from Eastern traditions, such as the Vedic and mantra-based belief systems, which echo Whorf’s view of language as more than a utilitarian tool; as a reflection of one’s worldview. Modern cognitive research reinforces the view that language is not merely a stylistic choice but an active participant in influencing perception and meaning.