The use of Spanish vs. English language in advertising to Hispanics is discussed.
Felipe Korzenny, Founder and Director of the Center for Hispanic Marketing Communication at Florida State University and author of a new book: Hispanic Marketing: Connecting with the New Latino Consumer, discussed the use of Spanish versus English to reach Hispanics, on Newlink Conversations; Dialogue, Debate and Discovery featuring experts on the Hispanic market with opinions that matter.
Korzenny said that if the targeted audience is Spanish dominant, then using Spanish exclusively is very appropriate.
He also mentioned that it is sometimes appropriate to use Spanish even when targeting to English-speaking audience when the message is emotional and not too complicated, but allows the consumer to identify with the message because of
the spanish language. There are some words in Spanish that will not have the same impact and emotion if said in English.