What is Hispanic advertising?

Hispanic advertising is the creation of ads for the U.S. Hispanic and Latino audiences through culturally relevant messaging, authentic imagery, and language choices (Spanish, English, or Spanglish).It goes beyond direct translation, aiming to resonate with the community's core values, heritage, and specific levels of cultural assimilation.

How do you make a good Hispanic ad?

A good Hispanic ad has to speak directly to the consumer. With a message that is taylored to them. Ads that work for general market rarely land with Latinos. If your ad doesn't work, don't use it.

Using genuine Latino humor is a great way to connect. Authenitc voices, with accents, feel like you're hearing someone you know. Creating realist scenarios draws Hispanic consumers in, who are then more likely to connect with your brand. Small choices make a big difference.

What is colorisim? Why it matters.

Colorism is when you use only white-Latinos in your ads. Most Hispanics in the US are dark-skinned. Not using them in your ads eliminates the majority of your audience. Does that make sense?

Would a brand deliberately eliminate a majority of it's Anglo audience? Never! Excluding brown-skinned Latinos is never financially intelligent. Showing them in your ads is one the smartest decisions you will make to increase brand awarness and sales.

Should you opt for adaptions?

Not really. If your ad was created for the Anglo audience, adapting it to Spanish probably won't have the same meaning or effect. It takes the same amount of time to create original spots, which is always the better choice.

Adapting your general market ad may feel comfortable, but it is rarely a wise choice. Always ask for an orignal idea that you can compare with the adapted version. You'll be surprised at how much better it is.

Do Hispanics ignore adapted ads?

Mostly, yes. Adaptations struggle to convey a viable message. You can't adapt culture. And many words never translate properly. When the conusmer sees an ad that is missing context, they will tune it out.

General market ads for trucks highlight outdoor living, but for Hispanics, a truck is a tool, or a sign of achievement, like a trophy. Two consumers who think very differently about trucks. The outdoor adventure story will not land as well.