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November 18, 2015

Understanding The Bicultural Consumer: Crossing The Cultural Divide Through Bilingual Advertising


Consider María José, a 40-year-old housewife who moved from Mexico to Los Angeles in her twenties. She is fluent in Spanish and English and is a devoted mother of three children. She regularly talks with her extended family, who lives in Mexico, and watches the Spanish-language television network, Univision. The multicultural consumer landscape, with nearly 232 million people living outside their home countries, poses a unique challenge to companies. Therefore, marketers are increasingly targeting consumers who identify with more than one culture, like María, in their advertising. For example, advertising in 2010 to Hispanics in the United States was estimated at around $5.5 billion in gross advertising revenue...