How Language Affects Hispanic Marketing.

“Two overarching ideas have permeated the readings for the subject of whether or not, and how, the Spanish language affects the way Hispanics think and behave and how this affects Hispanic marketing strategies. Those ideas are that first, the English and Spanish languages, as well as marketing principles and practices, are continuing to evolve as we have an increasing number of interactions between cultures and as new ideas and studies are conducted and as the acculturation process takes place in America. The second, directly related to the first, is that the notion of language impacting the way people think and behave is extremely complex and controversial and is not a subject easily dissected. One could write a dissertation on this subject but for the scope of this assignment I will discuss an overview of findings regarding marketing to Hispanics in English and/or Spanish, code switching, the Sapir-Whorf hypotheses and what current and future marketers will need to consider to be successful. “

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