Marketing to a Bilingual Target Market Through English-Language Media

Abstract

This thesis focused on the methods that advertisers in the United States use to reach a young, bilingual Hispanic audience. I examined the Hispanic demographic within the United States itself as it transitions from generations of immigrants to acculturated citizens of the US and the resultant shift in advertising practices to reach this new population. Using several advertisements targeted at young Hispanics I developed a framework of consistent cultural and linguistic elements that advertisers manipulate in order to target the younger bilingual demographic. Based upon the findings of this research there are two important features advertisers must focus on in advertising to a bicultural, bilingual audience: recognition and representation of their culture.