Marketers are wise to create ads catered to the Hispanic population for it is indeed a huge share of consumers here in America. According to the Los Angeles Times, in 2011, the Hispanic population in America grew by 43% in the last decade surpassing 50 million and accounting for roughly 1 out of 6 Americans. If this growth continues, by 2050, the Hispanic population could make up one third of the U.S. population. With these statistics, marketers and advertising schemes would be foolish to ignore such a growing market. Indubitably, there are more strategic places than others to place these ads where it is generally comprised of Spanish-speakers. One must wonder if these Hispanic-targeted ads will create an upset for some English-speaking consumers. It can be expected though that we will see an increase in ads in Spanish for sure.
Companies are starting to invest more money and resources into advertising to strategically target the latino community. There has been a rapid growth in the latino population over the past decade. They make up a very large and growing percent of the work force and spent $920 billion dollars last year. Traditionally companies tried to simply translate ads from english to spanish without much thought for cultural differences. This made me think about all the parts of advertising such as culture, humor, language, generational differences, and newcomer status. Now advertisers are considering not only language but they are putting time and energy into creating more culturally sensitive ads.
It makes sense that as the latin population in America grows, as does the amount of focus put on advertising toward that community. One of the crucial aspects of this type of advertising is that these ads are becoming more advanced and complex. The podcast highlights how ineffective and unimaginative earlier ads geared towards latino Americans were, (the big, happy family example). The podcast also highlights how it can be complicated for advertisers to translate their campaigns into a different language, both literally and figuratively with the “got milk” example. What this podcast makes me realize is that while advertisers will have to put in much more work than before to reach latino consumers, the rate of growth with that population and the potential for increased awareness and sales makes it worth the effort. One example I can think of with a company reaching out to the Latin American population not necessarily in advertising but in business is ESPN creating the ESPN Deportes network to increase its viability among latin consumers.
Upon listening to this particular On The Media podcast, I felt compelled to further read the original piece written by Cynthia Gorney for the Times magazine. After doing so, I found myself with the same response and reaction to the content at hand. Although clearly enlightening, insightful, interesting, and well written, in no way was it surprising. It only makes sense that the advertising industry would recognize the increasingly relevant component of this nations consumer culture, and eventually exhibit a change in its marketing make-up. As clearly stated in the first minutes of this piece, this marketing or advertising shift primarily exists in the very idea that there is an incredible amount of economic value to be gained. Over 928 Billion dollars will be spent by Spanish speaking consumers (a figure sure to increase annually), which effectively offers a number that is simply to big for major admen and marketers to deny. This is clearly a trend that has emerged at a fairly rapid rate, and as long as the messages and execution of these advertisements and ideas remain culturally relevant and sensitive, will likely prove to be successful.
Although I cannot say that I have personally noticed or encountered a significant increase in Spanish targeted ads, it seems relatively safe to assume that as long as the number of Spanish-speaking consumers continues to rise, so to will the amount of advertisements, media messages, and money invested with them in mind.
This is such a hot topic for advertisers today due to the rise in immigration especially in the latino community. Advertisements can’t ignore the spanish speaking population because they hold such a high number within the market share, but at the same time they must be careful when producing advertisements for them. Early on they were a bit careless by just translating certain english ad into spanish, although most of the times these ads didn’t translate over the way that they were anticipated too. In the audio clip, the lady talks about her article in Time magazine about translating got milk? into tiene leche? for the spanish speaker. In spanish this might be inappropriate and may offend rather than promote sales of milk. Today advertisers in highly populated spanish speaking regions should actually hire firms to have a greater amount of success in reaching these groups of people. At the same time though they should take into consideration to not offend english speakers by doing this.
Having been raised in California and being of latin decent, seeing advertisements geared towards the latino community are commonplace and a part of everyday life. Now living in a place with a very small latino community, I didnt realize how different television, radio, and print advertisements are.
Driving north on highway 880 from San Jose CA to Oakland CA you will see various billboards from Apple promoting their ipad, to google , and various other local high tech companies. And then you will begin to see various beer ads, and all of these advertisements are in spanish….interesting. I personally dont like it when I see billboards in spanish. . I think that it gives the latin community a false sense of security , that only speaking spanish is ok. But in reality , people living in the United States who only speak spanish can only get remedial and casual labor job opportunities. The ability to speak english and become bi-lingual should be a goal for all immigrants. I dont blame companies like Budweiser for advertising to the Latino community in that way because if you look at the 60,000 fans at an Oakland Raiders game , most of them are Mexican and guess what….their drinking Bud. Their advertising campaign is obviously working.
Companies are warranted in their efforts to advertise towards the latin community as it will undoubtedly result in large profits, but they should do so with a more modern approach, realizing that not all latinos are mono-lingual, beer drinking, farm workers but are also bi-lingual, educated, working professionals.
Being from Southern California I have been exposed to the Latino culture my entire life. As the podcast says immigrants are a huge part of the American economy and it is my opinion that ads should cater to these people especially in densely populated Latino areas like Southern California. I can see haw the typical ad, the abuelita ads, for this particular demographic gets old and boring. Yes, we can generalize Latinos has having strong family values but that is only one aspect of this vast and diverse culture that advertisers have tapped into. I liked the example of the Tecate ad describing a clean cut, good looking guy who probably hasn’t been in the U.S. for very long and no one can pronounce his name until he enters a mostly Latino bar where everyone is welcoming. This ad says, ‘we get it.’ More ads should cater to this type of person because of the abundance of non English speakers. There are also the more established Latino-Americans but I think less ads should cater to them because it is likely the also speak English and would understand to some degree what advertisers are trying to say. In short, this group of people should not be ignored rather they should be catered to as they are already well established in the U.S. and more are certain to come here.
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