Cultural Consequences of Advertising to American Hispanic Audiences

• In Event: Linking Public Relations Theory with Public Relations Practice

Abstract

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.

Authors

• Chad L Perry, Univ of New Mexico

• Dirk Gibson, University of New Mexico