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Defining Latinos by Language … Divided We Will Fall.

Jul-25-2006

Based on a series of articles author by Hispanic veteran Jose Cancela for HispanicAd.com, a response to these articles regarding marketing to Hispanics and the Spanish language has been presented by Association of Hispanic Advertising Agencies (AHAA) Board Chairman Carl Kravetz, on behalf of Association of Hispanic AHAA members, submits the following thoughts for consideration.

What is the leading, most compelling reason to engage in Hispanic marketing?

To create a lasting connection with the diverse population of US Hispanic consumers whose economic clout is growing by more than 8 percent a year and to engage them in purchasing o r supporting a brand, service or cause. While the language with which we choose to communicate is an important pillar in the efficacy of our marketing efforts, we must move beyond defining our market in terms of English or Spanish as it minimizes the complexity of our consumer and our profession.

Recent articles referencing the move from a strictly Spanish-language MTV Español to a bilingual format with MTV Tr3s as an example of the “vibrancy and vitality of Spanish among the next generation of Latinos in this country,” is a narrow view of the more important statement the transition makes: MTV changed its format in recognition of the fact that their viewers identify with a culture and lifestyle that is rooted in the fusion of Latino and American music, culture and languages. Young Latinos living in the US view biculturalism as an asset that is unique to their identity and are insisting on the best of both worlds.

MTV aims to create content that connects deeply and emotionally to cultural passion points regardless of language. “Latinos want to see their faces and experiences reflected in culturally relevant content, according to Lucia Ballas-Traynor, general manager of MTV Tr3s. “Latinos want to see their stories told their way.”

Continuing to define Hispanic marketing and the population we serve merely by the language we speak diminishes the value of our heritage and the importance of our industry. Clients and agencies spend a lot of time and money exploring exactly how Hispanic individuals and families think and behave, and we have learned that our consumers are as amazing, complex and dynamic as any other consumer group in America. Yet, the continuing language-driven discussion inhibits us from recognizing Hispanic agencies as the possessors of skills as sophisticated and multifaceted as our target consumers.

Changing the language in which we speak about Hispanic consumers to a fuller, richer, broader definition of Latinos will influence the way in which the market is regarded and the unique role Hispanic agencies and Hispanic media have in reaching the market. It is only by taking into account the myriad and fascinating dimensions that make Latino consumers Latino that we can truly elevate what we do to a new strategic level.

We need to adopt a new language in Hispanic marketing: the language of business building. Our client partners expect it and we should demand it of ourselves and of our colleagues. We need to take a collective stand against simplifying our consumers by defining them by language, and thus diminishing what we as marketers do to reach and connect with them.
While we agree, “Spanish is here to stay,” Hispanic marketing will continue to thrive only if we adopt a more comprehensive view of US Latinos that extends far beyond language and embraces their unique culture and identity.