Moving beyond language in Hispanic advertising
July 21st, 2011
Posted by Jose Villa
David Morse, head of research firm New American Dimensions, just published a nice piece on AdAge’s Big Tent blog declaring that Hispanic advertising needs to
move beyond language
move beyond language, or the Spanish language to be precise.
Obviously this is a philosophy I have embraced for years, so it’s nice to hear a smart colleague join the growing chorus of voices calling for a sea change in how Hispanic advertising is executed.
While I support David’s thesis, implementing it in practice opens up a whole can of worms that need to be thought through. Among them are:
– If Hispanic advertising moves beyond language, how does that further complicate the dynamic between Hispanic ad agencies and their increasingly antagonistic general market pals?
– Even if agencies started pushing this philosophy (as we have at Sensis), buy viagra online it doesn’t mean that clients are going to buy-in (as we have experienced)
– If Spanish language advertising is wrong, how do we reconcile that with the huge ratings of the Spanish-language broadcast and radio?
One interesting question I’ve thought a lot about is whether this type of philosophy, if implemented, would evolve Hispanic advertising to look a lot more like African American advertising?
Lot’s to think about and much change to come…
You must be logged in to post a comment.