TY - JOUR T1 - Digging for “Spanish Gold” JF - Journal of Advertising Research JO - J Advert Res SP - 322 LP - 332 DO - 10.2501/JAR-52-3-322-332 VL - 52 IS - 3 AU - Cynthia Rodriguez Cano AU - David J. Ortinau Y1 - 2012/09/01 UR - http://www.journalofadvertisingresearch.com/content/52/3/322.abstract N2 - The current study introduces the concept of ethnic compatibility to explain differences between strong and weak Hispanic identifiers' evaluation of print advertising. The findings challenge the effectiveness of multicultural advertisements that are intended to reach multiple ethnic groups simultaneously by featuring various ethnicities' models together. Although this non-adaptation communication strategy is mainstream in the United States, the findings suggest that it may be ineffective in connecting with strong Hispanic identifiers. ER -