New Study Dissects Television Commercials Directed to Hispanics

“A unique new research study that analyzes the portrayals, persuasion strategies, character roles, values portrayed, and execution of over 350 television ads designed for the US Hispanic market has been released by the Center for Hispanic Marketing Communication at Florida State University.

This comprehensive study, “Advertising to Hispanics: What the Ads Say” examines the ads in detail, and presents key implications for the Hispanic marketing industry. Dr. Felipe Korzenny, Director of the Center states: “We are happy to contribute to the Hispanic advertising and marketing industries with this study. It provides our field with insights for reflection and improvement.”

The executive summary and complete study are available from the Center for Hispanic Marketing Communication at http://hmc.comm.fsu.edu. The study was carried out in 2005-2006 by Maria Gracia Inglessis, Holly McGavock, and Dr. Felipe Korzenny at Florida State University.

About the Center

The Center for Hispanic Marketing Communication at Florida State University is a national hub for innovative research, education, and training of marketing professionals by means of a partnership between academia and industry. It is a primary source of knowledge and information about Hispanic marketing communication in the United States. The Center aims to promote a two-way communication link between marketers and Hispanic customers.

For more information about the Hispanic Marketing Center and for downloadable abstracts of the research mentioned here, please see our website, at hmc.comm.fsu.edu.

For downloadable copies of the research mentioned here and more information about the current activities of the Center for Hispanic Marketing, please see our website, at hmc.comm.fsu.edu. “

• Multiculturalism and Integration: The Interplay of Society and Individuals. by Felipe Korzenny
• Relevance in Hispanic Print: Implications for Marketers
• Births vs. Immigration: The New Hispanic Marketing Challenge – A review of the US Bureau of the Census data shows that the increase of the US Hispanic population is now highly driven by births rather than immigration contrary to past patterns. – under 18 years of age, a staggering 91% were native born
• Savvy University College of Business – Features Felipe Korzenny, Ph.D. – Why In-Culture Marketing is Critical to the Long-Term Success of any American Enterprise, Thursday, February 11th @ 1:00 p.m. EST
• A Year in the Multicultural World of Social Media Marketing
• Hispanic Income Trends: Implications for Marketing
• Magnet States for Hispanics in 2008: Marketing Implications – Felipe Korzenny
• Review of 2010 Census Communication Plan included Felipe Korzenny
• Online Hispanic Marketing Communication Course Will Be Offered Again in Fall 2009!
• Why it is so difficult to do cultural advertising well?
• Looking at Hispanic Behavior Online – Interview with Dr. Felipe Korzenny – Director of the Center for Hispanic Marketing Communication, Florida State University
• Hispanic Marketing – What’s Next?
• Captura Group Names Renowned Hispanic Marketing Expert Felipe Korzenny, Ph. D. Senior Strategy Consultant
• Why Social Media Marketing to Reach Hispanics?
• Online Course on Hispanic Marketing: Spring 2008
• Old and New Media in the Multicultural Marketing Equation 2007
• Ethnic Consumers More Receptive Than Peers to Marketing, But Most Believe Messaging Lacks Relevancy, According to New Yankelovich Study
• Hispanic Marketing Online Course for Professionals from Florida State University
• On the Heels of Major Immigration Demonstrations, Discovery Networks U.S. Hispanic Group Release s Opinion Leader Study on Issues Facing U.S. Hispanics – Hispanics praised for strong work ethic and family-oriented values – Discrimination, community isolation, assimilation vs. acculturation and education among key issues
• Voz Latina 2007: Conference to Address Innovative Ways to Reach the Expanding Hispanic Market