The Effects of Acculturation on the Language of Advertising Among Hispanics PDF Download

Author: Ashley Elizabeth Garcia
Publisher:
ISBN:
Category :
Languages : en
Pages : 86

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Author: Adriana Perez Camacho
Publisher:
ISBN:
Category :
Languages : en
Pages :

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Book Description
Hispanics are the largest minority in the U.S., and their purchasing power is expected to be $1.7 trillion by 2020 (Weeks, 2015). Nonetheless, individuals within the Hispanic market are diverse, and their integration into U.S. culture depends on various factors including age, country of origin, and years in the U.S. The process in which the culture of the individuals country of origin and that of the host country (in this case the U.S.) interact is known as acculturation. The various levels of acculturation among Hispanics present a challenge to advertisers. This study investigates the current approaches taken by advertisers to appeal to this diverse market by analyzing television ads aired during two types of programming targeted to differently- acculturated Hispanics. The study determines the presence or absence of the following elements in the ads: cultural symbols, Hispanic or non-Hispanic models or celebrities, bicultural features, language variations, and family-centered situations. This research shows advertisers incorporate a bicultural approach combining U.S. and Hispanic cultures to reach targeted audiences of diverse acculturation.

Author: Jos Hornikx
Publisher: Springer Nature
ISBN: 3030316912
Category : Language Arts & Disciplines
Languages : en
Pages : 263

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Book Description
This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.

Author: Henry E. Adams-Esquivel
Publisher:
ISBN:
Category : Acculturation
Languages : en
Pages : 20

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Author: Karla Michelle Esquivel
Publisher:
ISBN:
Category :
Languages : en
Pages : 62

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This paper seeks to present a discussion analysis of how acculturation among Hispanics has done more than just produce a shift in the culture and language of the current and rising generation, it has also changed the language choices within advertising. The focus will be on the discussion of how code switching in the form of "Spanglish" has affected the Hispanic consumer group in relation to advertising and marketing. A case example analysis of relevant Coca-Cola Company print ads is presented.

Author: Felipe Korzenny
Publisher: Routledge
ISBN: 1136398708
Category : Business & Economics
Languages : en
Pages : 351

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Book Description
This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies. This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors’ dedication to Hispanic consumers which motivated this book. Chapter 1: The Role of Culture in Cross-Cultural Marketing Chapter 2: Characteristics of the Hispanic Market Chapter 3: What Makes Hispanics “Hispanic” Chapter 4: The Role of Language in Hispanic Marketing Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation Chapter 6 Cultural Dimensions and Archetypes Chapter 7: Culturally Informed Strategy Based on Grounded Research Chapter 8: US. Hispanic Media Environment and Strategy Chapter 9: The Evolution of Hispanic Marketing Chapter 10: The Future

Author: M. Isabel Valdés
Publisher: Paramount Market Publishing
ISBN: 9780967143927
Category : Business & Economics
Languages : en
Pages : 380

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CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.

Author: John M. Burton
Publisher:
ISBN:
Category : Acculturation
Languages : en
Pages :

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Author: Felipe Korzenny
Publisher: Routledge
ISBN: 1317422295
Category : Business & Economics
Languages : en
Pages : 521

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Book Description
Hispanic Marketing: The Power of the New Latino Consumer focuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus develop effective integrated marketing communication strategies. Brought to you by three leaders in the field of Hispanic Marketing, this third edition now includes: twenty-seven new case studies which emphasize digital marketing applications theories and discussions on recent changes to Hispanic culture and society concepts of social identity, motivation, cognitive learning, acculturation, technology adaptation and the influence of word of mouth in relation to the Hispanic market a brand new companion website for course instructors with PowerPoint slides, videos, testbank questions and assignment examples Replete with marketing strategies that tap into the passion of Hispanic consumers, this book is the perfect companion for anyone specializing in Hispanic marketing who aims to build a meaningful connection between their brand and target markets.

Author: M. Isabel Valdés
Publisher: Paramount Market Publishing
ISBN: 9780978660260
Category : Business & Economics
Languages : en
Pages : 214

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Book Description
Isabel Valdes' most recent book features a completely new analysis of Latino segments, based on how long Latinos have lived in the U.S. culture. These new segments provide an understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in the U.S., those who are third generation and beyond, and those who are second generation. In reality, a huge share of the Latino population was born in the United States and the majority of babies born today in the U.S. have Latino parents.Hispanic Purchasing PowerThe Selig Center for Economic Growth at the University of Georgia estimates that U.S. Hispanic purchasing power increased dramatically during the 1990s and has continued to rise into the 21st century, from $212 billion in 1990 to $736 billion in 2005, a 347 percent increase over the 15 year period. By 2010, Jeffrey Humphrey, director of the Selig Center, projects Hispanic buying power will top $1 trillion. By 2050, some estimates place the value of Hispanic consumer marketplace between $2.5 and $3.6 trillion. With exciting new case studies and a focus on grassroots marketing and the internet, Ms. Valdes gives you the data and analysis you need to move your Latino marketing to the next level.