RT Journal Article
SR Electronic
T1 Digging for “Spanish Gold”
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 322
OP 332
DO 10.2501/JAR-52-3-322-332
VO 52
IS 3
A1 Cynthia Rodriguez Cano
A1 David J. Ortinau
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/3/322.abstract
AB 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.