點的消費者則是會對於有外來語的廣告產生較差的廣告效果。若是同時評估，不同品牌熟悉度與不同規範焦點的消費者，則可以發現在品牌熟悉度高的情況之下，對進取焦點的消費者而言，使用外來語的廣告比不使用外來語的廣告，會產生更佳的廣告態度。但是對於趨避焦點的消費者來說，外來語的使用與否不會影響廣告態度。在品牌熟悉度低的情況之下，對進取焦點的消費者而言，使用外來語的廣告比不使用外來語的廣告，會產生更佳的廣告態度。但是對於趨避焦點的消費者來說，則外來語的使用會有較差的廣告態度。

This research attempts to explore the moderating roles of consumer brand familiarity and regulatory focus in the impact of "loan-words" which is a factor of marketing strategy on consumer's advertising attitudes. Spec~fically, this research is designed to examine the interaction effects of brand familiarity, regulatory f ocus and, loan-words on consumers' advertising attitudes. It is predicted that the presence or absence of loan-words in advertisements has a significant effect on consumers' advertising attitudes. Customers are likely to engender more positive advertising attitudes on the ads with loan-words than the ads without loan-words. Moreover, it is predicted that consumers are likely to engender positive advertising attitudes for the ads with loan-words, regardless of brand familiarity. Furthermore, it is hypothesized that, compared with prevention-focused consumers, promotion-focused consumers have more p ositive advertising attitudes on the ads with loan-words. On the contrary, prevention-focused consumers tend to engender more positive advertising attitudes for the ads without loan-words than those with loan-words. In addition, promotion-focused consumers with higher brand familiarity are likely to engender more positive advertis ing attitudes for the ads with loan-words than those without loan-words. In contrast,for preventive-focused consumers with higher brand familiarity, the availability of loan-words fails to affect consumer advertising attitudes. On the contrary, promotion -focused consumers with lower brand familiarity are likely to engender more positive advertising attitudes for the ads with loan -words than those without loan-words. In contrast, preventive~focused consumers with lower brand familiarity, the ads without loan-words tend to engender more positive advertising attitudes than those with loan-words.