Marketers have more options in today's increasingly multilingual society - a variety of electronic and print media can address groups of consumers in different languages．Various factors influence the choice of media and language．In some cases，it's simply practical to advertise in the consumer's native language，particularly if many of the consumers in this group are primarily monolingual．In other cases，by advertising on，say，a Spanish television channel in the US，an advertiser may earn the respect of the consumer by addressing him in his native language，as well as develop positive associations with the medium and its unique content．Now，marketers have another factor to consider when deciding where to advertise and in what language．A paper．Do bilinguals have two personalities？A special case of cultural frame switching published by researchers at the University of Texas，shows that bilingual individuals exhibit different personality characteristics when speaking different languages．
    Lead researcher Nairan Ramirez-Esparza，tested individuals who were bilingual in English and Spanish for various personality traits，and found that the subjects answered the questions differently when asked in English and Spanish．The new work built on past research showed the values of subjects changed when they were surrounded by stimuli from different cultures．
    How can marketers take advantage of "cultural frame switching"？It may sound challenging without specific research，but at least for Spanish，English bilinguals in the US，there is now some hard data on the language-related personality shift．Extrapolating to other language combinations may be possible，too．Since the Spanish/English bilingual results seem to be in agreement with testing of monolingual Spanish and English speakers，language-specific testing of bilingual subjects may not be essential to get an idea of what kind of cultural frame switching might occur in other bilingual combinations．Rather，comparing known personality differences for each language/ culture would give an indication of the differences bilingual individuals would exhibit．
    I think it would be a mistake to over-emphasize this phenomenon over other criteria affecting the selection of appropriate media and language to reach a target market．Clearly，the major considerations of demographics （人口統(tǒng)計(jì)資料），perception of the medium，language fluency，etc．should remain major factors．Besides，the language-driven cultural frame switching may not make much difference to many products or services．If the product does attract one cultural personality more，though，it may make sense to exploit that difference of the other decision criteria are more or less equivalent．
    The researchers point out that the differences aren't great．Even if slight，though，the differences are noticeable．

Cultural Frame Switching：Different Language，Different Personality
Concept of cultural frame switching	Cultural frame switching refers to the phenomenon of shifting from one cultural mindset to another when people are （1） exposed exposed to their new cultural environment．
Applications of cultural frame switching	Cultural frame switching is a factor marketers now take into （2） account/consideration account/consideration to reach target customers．
	Personality shift proves to be（3） existent existent for Spanish/ English bilinguals，which makes it not （4） necessary/essential necessary/essential to do language-specific testing of bilingual subjects．
	Looking for the known personality differences between each language/culture would give marketers a better （5） understanding/idea understanding/idea of how bilingual individuals would （6） behave behave in two different cultures．
Facts about cultural frame switching	It's wrong to put too much （7） stress/emphasis stress/emphasis on the functions of cultural frame switching．
	Compared with other criteria，the language-driven cultural frame switching simply plays a （n） （8） minor/unimportant minor/unimportant role in marketing success．
	Providing that a product （9） appeals appeals to a certain cultural personality more，the difference is worth employing．
Conclusion	The effect different languages have on personality is （10） slight slight but noticeable．