Crafting Connections: Language Use and Cultural Resonance in Marketing Campaigns for the Hispanic Market

Authors

Santiago Reyes, Florida State UniversityFollow
Alessandra Noli Peschiera, Florida State UniversityFollow
Kristina SimonFollow
Melany Sarcevic, Florida State UniversityFollow

Document Type

Conference Proceeding

Publication Date

Spring 2025

Abstract

Considering the rapid growth and relevance of the Hispanic market in the U.S., this study explores strategies employed by brands in their communication efforts to connect with this consumer base. Through a qualitative content analysis, the study analyzes emerging themes and patterns in terms of language use and cultural values employed in marketing and advertising campaigns directed to the U.S. Hispanic market. Results reveal a prevalent use of Spanish, with a rise in the use of English reflective of changing demographic trends of Hispanics in the U.S. Cultural values resonant with Hispanic identity are also employed in campaigns. Important implications for marketers are discussed.

Comments

Reyes, S., Peschiera, A. N., Simon, K., and Sarcevic, M. (2025). Crafting connections: Language use and cultural resonance in marketing campaigns for the Hispanic market. 2025 Association of Marketing Theory and Practice Proceedings, 41. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/41

Recommended Citation

Reyes, Santiago; Noli Peschiera, Alessandra; Simon, Kristina; and Sarcevic, Melany, "Crafting Connections: Language Use and Cultural Resonance in Marketing Campaigns for the Hispanic Market" (2025). Association of Marketing Theory and Practice Proceedings 2025. 41.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2025/41