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That's easier said than done, according to the Economist. "As they grow richer and more numerous, their tastes are changing, too. One sign of the shift is language. When Latino advertising was born in the 1980s, a largely immigrant audience could safely be addressed in Spanish. Today, most Hispanics were born in the United States and only 23% of young ones prefer Spanish to English." Today, one in six Americans is Hispanic and between 2000 and 2010 Hispanic buying power has doubled.
The Economist piece says some brands target young Latinos via social-media because they love to browse on smartphones. "Savvy advertisers also find ways, in Mr Morse?s phrase, to ?wink? at Latinos without alienating others. Salvador Padron, who runs a multicultural research team at PepsiCo, describes a global ad campaign that showed images of a football game on a Brazilian beach. Other advertisers aim for accurate depictions of contemporary Latino life. A recent spot for Tide shows a middle-aged Latina lauding her detergent in Spanish while her teenage granddaughter glances up from her phone to translate her abuelita?s eulogy into unaccented English."
"Large firms such as Pepsi and Procter & Gamble make campaigns Latino-friendly from the start, rather than adding a Hispanic tweak later or simply translating an ad into Spanish. For example, ads for Pepsi Next featured William Levy, a Latino star, in both English and Spanish versions. They touted the fizzy drink as having ?less sugar? rather than fewer calories, since few Hispanics consciously count calories."
Read the full Economist article HERE and join us this week for the 2013 Hispanic Radio Conference in Miami
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