I was recently asked by National Geographic’s Spanish language cable channel, NatGeo Mundo, to help conduct some research on the effects of bilingual advertising on U.S. bilingual Hispanic consumers. This was an especially timely request since there is currently a heated debate going on as to which language advertisers should use to communicate with U.S. Hispanics.
Target’s #SinTraducción advertising campaign caught my attention recently. The ads incorporate Spanish language songs and lullabies to try to resonate with their Hispanic customers. An interesting aspect of these ads is that they’re running English and Spanish versions of them but in both versions the songs are in Spanish. I’ve written about bilingual advertising before and, in short, it’s difficult to pull off without confusing your audience.
When I was growing up in Chicago in the 70’s, my parents always had on the Spanish TV station that would eventually become a Univision affiliate. Spanish language TV back then was a pretty informal thing. I recall the ads from that time as being a step or two below what you’ll currently find on, at 2am on your local independent station. A few of the ads had production values but most were simply
I was watching television with my daughter last week and during a block of commercials she made me rewind and play part of an ad she liked. This happened again at the next commercial break. I wasn’t particularly interested in the program so I went along with her ad viewing requests. She wasn’t paying attention to whole 30 second ads. The parts of the ads she stopped to look at weren’t speaking about the product. She was drawn to small pieces of each ad that contained a little bit of emotion, truth or silliness. Often times it was a look or expression that she stopped to enjoy. After a while it didn’t feel like I was watching commercials but vines on the internet. She was repurposing the content into a medium that was more palatable to her, a six second vine.
While utilizing our ThinkNow Link™ ad testing, we learned some beneficial lessons when it comes to producing effective television ads for the Hispanic community. Read on to discover what works in Hispanic advertising…