The ideal language that reaches all Hispanics.

“When it comes to targeting the Hispanic market, finding the right words, per se, is only part of the issue when creating an ad. Finding the right code is the bigger concern. While the question of whether to market to Hispanics in English or Spanish is quickly becoming one of the largest debates related to Hispanic marketing, there seems to be one answer that not only circumvents the problem, but it can relate to every U.S. Hispanic’s language preference, proficiency, and cultural experience. This answer is code switching, or as it is more commonly known, Spanglish. Although many marketers are fearful of venturing into this world because of the complexity of the code and their own lack of understanding, it is clear through research presented in Korzenny and Korzenny about language proficiency and the cultural bridge that Spanglish has built, that ads utilizing both codes will be more successful in reaching Hispanics, especially when targeting Hispanic youth. “

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