HISPANIC ACCULTURATION AND ADVERTISING: AN ANALYSIS OF THE USE OF CULTURAL SYMBOLS, LANGUAGE VARIATIONS, AND MODELS IN VIDEO ADVERTISEMENTS TARGETING HISPANICS

Open Access
Author:
Perez Camacho, Adriana
Area of Honors:
Global Studies (Berks/Lehigh)
Degree:
Bachelor of Arts
Document Type:
Thesis
Thesis Supervisors:
  • Dr. Kirwin R. Shaffer , Thesis Supervisor
  • Dr. Sandy Feinstein , Honors Advisor
Keywords:
  • Marketing
  • Hispanics
  • Advertising
  • Acculturation
  • Television Advertisements
Abstract:
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 individual’s 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.