2026-09-21T11:33:22Z https://www.ideals.illinois.edu/oai-pmh

oai:www.ideals.illinois.edu:2142/44182 2023-07-11 col_2142_16325 col_2142_5131 com_2142_16324 com_2142_16323 com_2142_5130

Duff, Brittany Carmona Cortes, Enrique 2013-05-24T21:53:35Z 2013-05-24T21:53:35Z 2013-05 2013-05-24T21:53:35Z 2013-05 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. Item withdrawn by Mark Zulauf (zulauf@illinois.edu) on 2013-04-24T12:51:50Z Item was in collections: University of Illinois Theses & Dissertations (ID: 1) No. of bitstreams: 1 CarmonaCortes_Enrique.pdf: 1373514 bytes, checksum: 2222f6447e691fa98c2d7f9deaaa6434 (MD5) Made available in DSpace on 2013-05-24T21:53:35Z (GMT). No. of bitstreams: 2 Enrique_Carmona Cortes.pdf: 1271530 bytes, checksum: 0b2cf75635106a6dfae4d3c5cfc5d955 (MD5) license.txt: 4072 bytes, checksum: 2a5d410142b2205c441ce6237d1ab6d4 (MD5) http://hdl.handle.net/2142/44182 en Copyright 2013 Enrique Carmona Cortes 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 Collateral damage: un-intended brand-association effects of American in-language Hispanic advertising on the non-Spanish speaking consumer text Advertising 1408 Advertising 0277 University of Illinois at Urbana-Champaign Thesis M.S. MS:Advertising -UIUC 10KS0277MS