Spanish remains the preferred language for obtaining news information.
Hispanics see Spanish-language media as more fair.
Likewise, marketing may be perceived as more “balanced.”
Source: TNS Market Development, HOY-commissioned study
In Consideration of…
“… targeting Hispanics in Spanish can backfire because the younger generations see themselves as English speakers. The reaction can be ‘they assume I don’t speak English.’ For younger generations that may be a condescending assumption.”
— Jennifer Aaker, Marketing Professor, Stanford University’s School of Business
Is English Preferred?
Confirming a major paradigm shift in language preference, a recent study finds:
English is the overwhelming choice among second generation Latinos and becomes nearly absolute among third generation Hispanics.
Television viewing habits related to language preference are determined by content:
Reality and comedy = English preference
Telenovelas = Spanish preference
When asked to cite favorite commercials in either language, survey respondents nearly always chose English-language commercials.
Source: “Made in America: Communicating with Young Latinos,” authored by David Morse, President and CEO of New American Dimensions.
And Then There’s Spanglish to Think About…
"Sometimes there just isn’t a word in English that really captures what we’re trying to convey. In our attempt to melt both languages and capture the vibe of one culture in the tongue of another, Spanglish emerges."
— Bill Teck,
Editor of The Official Spanglish Dictionary:
Un User’s Guía To More Than 300 Words That Aren’t Exactly Español or Inglés
Did You Know?
The term Spanglish was reportedly coined by Puerto Rican linguist Salvador Tío in the late 1940's.
Tió also coined the term inglañol , a converse phenomenon in which English is affected by Spanish; the latter term did not become as popular as the former.
Definition of Spanglish
Spanglish defies any tight definition, but can be represented by:
“ Code switching,” moving from one language to another — “You’ve got a nasty mancha on your camiseta”
Adaptation of an English word into a Spanish form — “Quiero parquear el coche”
Translation of an English expression into Spanish using English syntax — “Te llamo para atrás” for "I’ll call you back”
And finally, one must consider…
Hispanic Teens and Young Adults
“ You can try to define them by their likes and dislikes, but rarely by their ethnicity alone. They are, for the most part, teenagers first and Latinos second. Speak to them in Spanish and they may not understand. Talk to them as if they were gringos , and they may not like it.” — Luís Clemens Marketing Y Medios
Really great Hispanic marketing doesn’t have to “look” Hispanic…
“ Americans use coffee to wake up in the morning, to get themselves going, but for Hispanics it’s more a way to welcome the morning and celebrate the new day. So you’re going to create very different ads to speak to these two understandings or uses of coffee.”
— Felipe Korzenny,
Ph.D., Professor and Director of the Center for Hispanic Marketing Communications,
Florida State University
Cultural insights are critical to developing results-oriented messaging, as is the identification of socioeconomic indicators.
The key to successfully engaging Hispanics lies in strategic modeling, segmentation and localization.
Appeal to all aspects of the consumer, not just his or her ethnicity.
Cultural connectivity is the process of reaching a consumer via “identity” cues:
Country of origin
Degree of acculturation
Psychological and Cultural Tension
One factor consistently ignored in many Acculturation Models is the struggle people face when trying to adapt to a new culture.
Psychological Tension is particularly important when it comes to marketing to Hispanics — internal struggle between host culture and “roots.”
Cultural Tension is a measure of how much anxiety or psychological tension is experienced by an individual during the acculturation process.