Do Hispanic customers respond to the same advertising themes (translated to Spanish language) as non-Hispanic customers? Is there a need to develop an entirely different ad campaign for Hispanics?
Unfortunately, when dealing with the Hispanic market, it is not always as simple as “add Spanish and stir.” Advertising is able to make a difference when it connects with its audience. Because of this, advertising and its interpretation usually depend on beliefs, perceptions and attitudes that vary depending on the culture. These cultural mores usually dictate what is deemed important and how priorities are allocated. The Hispanic culture, as a whole, has some cultural mores that are different from the general market culture. Thus, what a Hispanic can relate to may be different than what a consumer in the general market may relate to. Consider, for example, the act of going out to a casual restaurant. For general market consumers, it may be about feeling at home thus, the idea of a home-cooked meal may be appealing. For a Hispanic, it is a way of reconnecting with their loved ones, of providing something special to the family and of feeling validated in his/her choice of restaurant. Cl
