Spanish vs. English: How should marketers reach the Hispanic Market?

“The question that has been plaguing marketers for years has been: do we use Spanish or English to reach the Hispanic market? At first glance the answer may be simple, use Spanish because the market you are trying to reach is the Hispanic market, but the answer is not that simple. The use of language for marketers is complex because there are so many Hispanics that have different levels of English proficiency. The Hispanic market is a mixture of individuals that range from foreign born immigrants to third-generation Americans, making each person’s knowledge and use of the Spanish and English languages unique. To further complicate this problem, marketers may have to market to a single home that has several different levels of acculturation under the same roof. In response to the language problem, there has been discussion about the use of code switching or even Spanglish in Hispanic marketing efforts. Even though these two forms of language combinations might work in some cases, there needs to be a better understanding of the Hispanic market in order to communicate with the majority the most effectively. One important group to study and understand is the Hispanic youth. “

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