Choice of English vs. Spanish Language in Advertising to Hispanics

Abstract

This paper reviews the marketing literature on the use of English vs. Spanish language in advertising to Hispanics. This literature indicates that although most advertisers believe that it is best to advertise to Hispanics in Spanish, empirical evidence seems to suggest that it is more effective to advertise to Hispanics in their dominant language, whether this is Spanish or English. The authors advance a series of propositions about the choice of language in advertising to Hispanics and its impact on advertising effectiveness.