Latinization of General Market Ads

More and more, it seems, general market ad campaigns are being peppered with Spanish-language elements and references.
 
A recent television commercial for the Ford Edge features Yankees superstar Derek Jeter on the move throughout the town in his Ford Edge. Each place he goes there’s a person who says the phrase, “He’s got an edge.” Then there’s a cutaway shot of a Hispanic worker who says, “El tiene un Edge.” For non-Hispanics, this shot might serve as a bit of comic-relief, while it is sure to perk up the ears of Spanish-speakers.
 
Telecommunications company Time Warner recently aired a TV commercial, this one completely in English, but narrated by a male with a heavy Hispanic accent. The commercial publicized the company’s generally lower rates—particularly to Mexico. Wink, wink…
 
Popular sports shoemaker Nike has a similar element of Spanish-language messaging in their outdoor campaign promoting their new line f Basketball shoes. The executions show players jumping high over their opponents and slam-dunking the ball into the basket. Most of the ads are overlaid with text that reads “Mega-dunk” and other such things, but there is one showing a player jumping so high over his opponent that his mid-region is pressed right in his opponent’s face. The overlaid text reads, “No es bueno.” And right they are: Eso no es bueno...
 
But is this approach the result of advertisers trying to get more bang for there buck by broadening the appeal of such ads or is it a reflection of how Hispanic culture and language is becoming ingrained in mass culture? The reality is probably a bit of both. 
As Latin culture becomes increasingly absorbed into the “general market,” look for more cross-over efforts that seek to reach Latinos and non-Hispanics concurrently.

Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

BRAND MARKETING RESEARCH: 41% of Consumers Have Switched Brands Due to Poor Personalization

BRAND MARKETING RESEARCH: 41% of Consumers Have Switched Brands Due to Poor Personalization

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly

Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly

Could Adsmovil be the long-awaited viable alternative to the Facebook/Google duopoly?


Meredith Corporation Buys Time Inc. for US$2.8 billion

Meredith Corporation Buys Time Inc. for US$2.8 billion

Meredith Corporation has entered into a binding agreement to acquire all outstanding shares of Time Inc. for US$18.50 per share in an all-cash transaction valued at us$2.8 billion.Meredith adds leading media brands to already strong portfolio of National and Local Media Properties, creating media powerhouse with US$4.8 Billion in Revenues, Including US$2.7 billion of advertising revenues.