University of Illinois Urbana-Champaign

Collateral damage: un-intended brand-association effects of American in-language Hispanic advertising on the non-Spanish speaking consumer

Carmona Cortes, Enrique

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https://hdl.handle.net/2142/44182

Description

Title
Collateral damage: un-intended brand-association effects of American in-language Hispanic advertising on the non-Spanish speaking consumer
Author(s)
Carmona Cortes, Enrique
Issue Date
2013-05-24T21:53:35Z
Director of Research (if dissertation) or Advisor (if thesis)
Duff, Brittany
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
  • in-language
  • inlanguage
  • Advertising
  • brand
  • brand image
  • group categorization
  • brand associations
  • ethnic advertising
  • ethnic targetting
  • in-group
  • ingroup
  • out-group
  • outgroup
  • country
  • multi-cultural
  • Spanish
  • Latino
  • Hispanic
  • television advertisements
  • Group Theory
  • categorization
  • language
  • language prevalence
  • bi-lingual
Abstract
This thesis explores language as an ethnic ad-targeting cue in the context of group categorization. A sample of non-Spanish speaking Americans was exposed to TV advertisements for known American brands. Conditions manipulated ad language (English or Spanish) and the prevalence of language in the ad (High or low prevalence). Results showed that when presented with an ad in Spanish, non-Spanish speaking Americans associated the advertised brand less with the US. Contrary to industry assumptions, this finding supports the notion that when brands increase their likelihood of association to a particular kind of specific consumer group (such as the case of Ethnic advertising), they might be doing so at the cost of partial disassociation to a different kind of consumer. The present study offers important implications to professionals attempting to advertise mainstream brands to ethnic groups and in particular, to professionals advertising American brands to Hispanic consumers.
Graduation Semester
2013-05
Permalink
http://hdl.handle.net/2142/44182
Copyright and License Information
Copyright 2013 Enrique Carmona Cortes

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