Choice of English vs. Spanish Language in Advertising to Hispanics

Hernandez, Sigfredo A.; Newman, Larry M.

doi:10.1080/10641734.1992.10504987

Cited by 17 publications

(10 citation statements)

References 8 publications

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“…Moreover, there is a potential loss from using only Spanish because the important secondary effect of language-related inferiority complexes also operates. This finding is also closely supported by Hernandez and Newman (1992) who suggest that advertising to Hispanics exclusively in Spanish is an oversimplification. They advocate the use of a contingency approach to investigate the choice of language in advertising that considers the level of acculturation and language fluency of the audience.…”

Section: Discussion Implications and Future Directionssupporting

confidence: 77%

Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective

1994

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The authors apply sociolinguistic theories of accommodation to investigate how consumers in a minority subculture respond to the use of their ethnic language in advertising. Specifically, Hispanic consUrT1ers' responses to the varying degrees of Spanish-language usage in print advertising were examined. It was found that the effects of Spanish usage in advertising can be usefully explained by accommodation theory. Spanish-language advertising increased Hispanic consumers' perception of advertiser sensitivity to Hispanic culture and people, and this perception in turn enhanced affect toward the advertisements. Yet, after controlling for perceived advertiser sensitivity, it was also found that advertising exclusively in Spanish decreased affect toward the advertisement. This finding may be interpreted to mean that though Spanish-language advertising appears to signal solidarity with the Hispanic community, exclusive use of Spanish in advertising may arouse Hispanic insecurities about language usage. Implications for future research and theory on language choice and usage in communication to consumer subcultures are discussed.

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Section: Discussion Implications and Future Directionssupporting

confidence: 77%

Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective

1994

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“…Therefore, it is not surprising to observe that linguistic acculturation as a predictor often generated seemingly contradictory findings in past studies (Feinberg, 1988;Hernandez & Newman, 1992;Lebrón, 2002;Newton, 1986;Ueltschy & Krampf, 1997). It is likely that the situationality of linguistic acculturation contributed to these contradictory findings on advertising effectiveness, especially when different language situations were not analyzed separately.…”

Section: Discussionmentioning

confidence: 82%

“…In advertising and marketing literature, linguistic acculturation has also been found to be an important variable in examining advertising effectiveness (Hernandez & Newman, 1992;Lebrón, 2002) and brand preference and selection (Valdez, Korzenny, & Gavock, 2010). Linguistic acculturation was also often studied through measuring what dominant language an individual often uses (Fosados, 2007).…”

Section: Situational Linguistic Acculturation As An Independent Variablementioning

confidence: 97%

“…Marketing and advertising researchers have often accounted for the above relationship from an acculturation perspective (Hernandez & Newman, 1992;Sonderup, 2009) with preference for advertising language believed to be related to one's level of acculturation (Bishop & Peterson, 2011;Hernandez & Newman, 1992;Korzenny et al, 2010). Indeed, both Nielsen (2010) and Sonderup (2009) observed that acculturation and language preference can be used to segment the heterogeneous Hispanic consumers to generate better advertising effects.…”

Section: Literature Reviewmentioning

confidence: 97%

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Situational Linguistic Acculturation and Effect on Attitude Toward Ad Language Among Hispanic Consumers of Mexican Descent

Burton

Yang

2016

Howard Journal of Communications

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“…Ueltschy and Krampf (1997) found that, whereas lowly acculturated Hispanics preferred advertisements written in Spanish, highly acculturated Hispanics preferred advertisements written in English. Indeed, studies have historically shown that bilingual Spanish-English speakers tend to prefer to read in English (Hernandez and Newman, 1992). Recently, however, this trend seems to be slowly reverting, with a growing minority of Hispanic youth expressing a preference for Spanish over English (Gardyn, 2001), underlining a renewed pride in their Hispanic heritage (Guernica and Kasperuk, 1982;Hernandez and Newman, 1992).…”

Section: Advertising To Hispanicsmentioning

confidence: 97%

The ‘Spanglification’ of Advertising Campaigns in Hispanic Media? A Comparison of Approaches in Spanish‐only and Dual Language Magazines

Callow

McDonald

2005

Journal of Marketing Communications

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The Hispanic market in the USA is a rapidly growing demographic segment that receives considerable attention from marketers. In addition, there is a considerable amount of literature on the Hispanic consumer's attitude towards advertising. Prior research has focused on the Hispanic audience's preference for English language versus Spanish language advertisements and provided normative guidelines for advertisers. This paper analyses the content from advertisements in a Spanish language magazine and dual language (English-Spanish) magazine in order to determine whether they adhere to these normative guidelines. The findings suggest that media vehicle selection does play a part in determining the language content of an advertisement as well as the amount of copy used in English language and Spanish language advertisements. The results also suggest that the amount of advertisements that use a bilingual approach remains small, with advertisers preferring an either/or approach to language selection.

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Choice of English vs. Spanish Language in Advertising to Hispanics

Cited by 17 publications

References 8 publications

Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective

Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective

Situational Linguistic Acculturation and Effect on Attitude Toward Ad Language Among Hispanic Consumers of Mexican Descent

The ‘Spanglification’ of Advertising Campaigns in Hispanic Media? A Comparison of Approaches in Spanish‐only and Dual Language Magazines

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