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Latin Culture

In: Social Issues

Submitted By aestra14
Words 593
Pages 3
Andrea Estrada

Be sure to keep in mind the culture of the group. Provide a description of the culture and values of the group to support that your campaign will be appropriate.

Culture insights can help communicate our campaign more effectively in order to influence the behavior of the Hispanic community. Values of the Hispanic/Latino group that we would focus on would be the importance of language, family, and religion. Hispanic/Latino teens respond best to bilingual ad messages—especially from English-language celebrities “who happen to slip in some Spanish” because it mirrors their own usage patterns.” (Cheskin Research, 2006). Research shows that even though Hispanics use every type of media, they do seem to have a special attraction to television and radio. (Sonderup, 2010) Therefore, our campaign would be most effective in this form of media. Language is an important aspect in the Hispanic community. Our campaign should be sensitive to this aspect because a language barrier has less to do with incompetency and more to do with the cultural meanings people attach to their language. “For Hispanics/Latinos in the U. S., Spanish is a key marker of personal, social and political identity. As a result, Spanish-language TV remains important for even those who are fluent English speakers and who regularly watch English-language TV. In communicating with Hispanics, it is not an either/or question but a matter of carefully integrating both languages to best communicate with the Hispanic/Latino consumer in the U. S.” (Tracy, 2004). Because language is an important factor for our campaign, we will make sure to have a bilingual staff, and Spanish and English billboards and commercials. The majority of Hispanics believe that God is an active force in everyday life. Most Latinos pray everyday, most have a religious...

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