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The present study focuses on an emerging trend in contemporary American advertising,
emphasis on the Hispanic market. This advertising can be beneficial both to manufacturers,
retailers, and advertisers, as one group, and to Hispanics as well. If executed properly, with
Hispanic values and culture in the forefront, Hispanic-targeted ads can be mutually
advantageous. Hispanic ads must overcome certain barriers, if they are to successfully execute
their communication mission. These barriers involve culture, values, and the degree of
acculturation. If marketers are unaware, ads targeted to Hispanics might utterly fail, for subtle
reasons. Problems might be generated by ad campaigns targeting Hispanics. Four such problems
include exacerbation of intercultural disrespect, cultural denigration, incomplete, manipulative
commercial inclusion, and creation of antisocial consequences by ads directed at American
Hispanic publics.