Reaching Latinos: Agencies Update Ad Approach

“Hispanic ad agencies are responding to the cultural, linguistic and ethnic diversity of the nation’s exploding Hispanic population with a new wave of creative concepts in TV commercials.

Those include more precisely targeted ads, more contemporary story lines and a greater use of hip new musical styles, all designed to connect with young Hispanic adults. Generic 30-second spots are also being updated to appeal to acculturated second- and third-generation bilingual Latinos. “

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