Se habla español – Part 4

In previous posts, we’ve seen how Hispanics prefer to be addressed in Spanish by advertisers. But hang on a minute. If you’re targeting assimilated or highly-acculturated English-dominant Hispanics, shouldn’t you go with English instead? I mean, that would just be common sense, wouldn’t it? Turns out there’s a counterintuitive twist. Studies carried out in 1994, [...]