Messaging for U.S. Hispanics
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1. Developing effective messaging for Hispanic audiences requires understanding how their cultural filter shapes how they view the world and marketing. This filter is formed by factors like language, religion, acculturation level, and shared experiences. 2. When communicating with Hispanic consumers, marketers should observe the audience, understand language preferences and segmentation, base designs and messages on audience insights, use subtle visual cues, and test concepts with focus groups. 3. Both Spanish and English are important to Hispanic audiences, with language preference depending on acculturation level, generation, and content type. Marketers must consider both languages as well as Spanglish.
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- 1. Getting the Message Right: Developing Relevant Messaging for U.S. Hispanics December 9, 2010 Portland Advertising Federation
- 6. Language Stratification Quintiles I Only Spanish II Mostly Spanish III Spanish/ English Equal IV Mostly English V Only English
- 15. And Then There’s Spanglish to Think About…
- 20. “ 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
- 30. Contact Info Laura Sonderup Managing Director and Senior Strategist 303-239-5235 [email_address]