PT  - JOURNAL ARTICLE
AU  - Cynthia Rodriguez Cano
AU  - David J. Ortinau
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.