New Study Dissects Television Commercials Directed to Hispanics

Posted on: February 6th, 2007
Filed Under: [ Marketing ] [ Tomás' Picks ] [ Research ]
Tags: Felipe Korzenny
Knowledge is Power!

“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. “