Choosing English, Spanish, or Both in Advertising/Marketing Communications

There are several demographics that marketers have to bear in mind when deciding whether to use Spanish, English, or both languages when designing a promotional campaign directed to Hispanics. Among these considerations are: to what generation of Hispanics is directed the campaign message? ; age; education level; income level; type of product; geographic location; and media use.

The Hispanic Consumer and Media Relations

According to Advertising Age1 , first generation of Hispanics prefers Spanish more than English as its language of communication; second and third generations have opposite preference. Immigrant Hispanics also communicate more in Spanish than in English. Thus, is not appropriate to assume that all Hispanics like to communicate in Spanish only. McKinsey2 estimated that by 2010, the acculturated portion of the Hispanic population would be 67 percent. This group has taken its place in US society, yet feeling proud of its Hispanic heritage. Acculturated Hispanics retain the core values of their traditional culture and, at the same time, adopt most of the behavioral pattern of the general market. The McKinsey s article also points out that predominantly English speakers (the acculturated) devote 37 percent of their radio listening time to Spanish programs, which implies or suggests that this group retains affection for their traditional culture and music despite preferring to speak English in general. One can also infer that language preference can vary by activity, not just acculturation level. The same Advertising Age report previously mentioned states the following: y Among first-generation Hispanics in the US, 41% prefer to speak only Spanish, but just 24% watched TV only in Spanish and 28% preferred online content in Spanish. (Experian Simmons data published by Advertising Age) Second-generation Hispanics, when speaking, 60% of these native-born respondents used mostly English but some Spanish, while 57% used only English when reading. Similarly, more second-generation US Hispanics (44%) preferred English and some Spanish when watching TV, but 68% used only English when online. (Experian Simmons data published by Advertising Age) Within third-generation Hispanics, 34% claim mixing some Spanish when speaking and 31% prefer watching TV in Spanish. (Experian Simmons data published by Advertising Age)

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Advertising Age Hispanic Fact Pack: Annual Guide to Hispanic Marketing and Media 2011 Edition, July 25 2011. Marketing to the Hispanic Consumer. The McKinsey Quarterly 1998 Number 3.

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After segmenting the Hispanic market by preference of Spanish or English as the main language of communication, the marketer must consider other important factors in deciding what language to use for marketing and promotional purposes. In all cases, the main content of the advertising campaign must include the cultural aspect of the Hispanic market, which includes the life style, customs, tradition, family values among other things.

Factors Determining the Choice of Spanish or English

Dr Korzenny states that the following factors should be consider before choosing Spanish or English for marketing communication : y y y y The need to the consumer to be communicated in the Spanish language. Clear definition of the content and context of the message to be delivered. Emotional connection using Spanish language. Possibility of using both English and Spanish as a cultural connector.

One can say that both, immigrant and first-generation Hispanics can be more reachable using Spanish language predominantly. On the other hand, younger Hispanics (the highest percentage of total Hispanics) are more likely to be targeted using English and Spanish, being the former most preferred. As mentioned at the beginning of this paper, age and education also influence whether consumers use Spanish language or English media. Like Marta Ferreira Pero3 says in targeting Hispanic teens, use English with a sprinkle of Spanish here and there . The use of both languages to a Hispanic teen implies inclusion into the American culture, while still acknowledging her Hispanic roots.

Conclusion
Despite the existence of different segments based on usage of the Spanish language in the Hispanic market, they all are reachable using Latino cultural traits. Like Dr Korzenny says marketing in culture, regardless of language , is still and likely will be for a long time what makes it efficient and effective to market to US Hispanics .

Partner and co-creative director at New York-based advertising agency:30 Segundos

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