American Renaissance

Ads Target Both Worlds

AR Articles on Multiculturalism and Diversity
Multicultural Hell Comes to America (Jan. 2002)
Let’s Hate America (Jan. 2001)
The Rainbow Menace (Apr. 1998)
The Religion of Anti-Racism (Apr. 1999)
The Myth of Diversity (Jul. 1997)
Search for Multiculturalism and Diversity
More news stories on Multiculturalism and Diversity
Jewel Gopwani, Knight Ridder, Dec. 11

It is 8:30 p.m. and it’s time for commercials on prime-time television. A Target ad flashes on the screen. A family digs through their stockings, about to open presents, to a danceable tune that sounds like “Joy to the World.”

But they’re singing “Canta al amor, lleno de illusión” (Spanish for “Sing to love, filled with joy”)

Marketers increasingly are going beyond foreign-language TV stations to reach a diverse customer base. Target, General Motors and Major League Baseball have all recently aired ads in Spanish on network television.

“It’s a way for marketers to really stand out,” said Bill Duggan, a vice president of the Association of National Advertisers Inc.

“The biggest issue here is that marketing to Hispanics means marketing to the majority,” said Ingrid Otero-Smart, president and chief operating officer of Irvine Latino marketing firm Mendoza, Dillon & Asociados. “We’re not a niche anymore in places like Southern California, and we have a significant portion of the population that lives in both worlds. That’s why you’re seeing ads like the one from Target.”


Yet companies that advertise are concerned about turning away English-speaking viewers.

Some viewers who didn’t understand the Spanish ads aired by Procter & Gamble and GM on network television called the companies wondering what was going on. But both companies said most of the response to their Spanish ads was positive.


Original article

(Posted on December 28, 2004)

     Previous story       Next Story       Post a Comment      Search


Home      Top      Previous story       Next Story      Search

Post a Comment

Commenting guidelines: We welcome comments that add information or perspective, and we encourage polite debate. Statements of fact and well-considered opinion are welcome, but we will not post comments that include obscenities or insults, whether of groups or individuals. We reserve the right to hold our critics to lower standards.

Remember Me?

(you may use HTML tags for style)