PT - JOURNAL ARTICLE AU - Cano, Cynthia Rodriguez AU - Ortinau, David J. TI - Digging for “Spanish Gold” AID - 10.2501/JAR-52-3-322-332 DP - 2012 Sep 01 TA - Journal of Advertising Research PG - 322--332 VI - 52 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/52/3/322.short 4100 - http://www.journalofadvertisingresearch.com/content/52/3/322.full SO - J Advert Res2012 Sep 01; 52 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.