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At this past Memorial Day activities I was reminded of how vast the interpersonal connection differences are between Anglos and Latinos.
It is more than a “high-touch” and “light-touch” difference; it is a deep-rooted cultural value with a much stronger meaning than needing physical contact to express affection. And importantly, it is a cultural value that does not disappear or diminish with increased acculturation.
For Latinos, hugging male friends, patting them on the back, shacking their hand a few times, kissing female friends on the cheek - all these aspects carry tremendous amounts of history and emotion. It's a non-verbal way of saying, “we share some of the same values”, “we are Latinos”, “we understand each other”.
In the science of sociology this is known as “haptics” - the aspect of touch in communication.
This art of touching to enhance, replace or transform verbal communication is important to life - notice that despite the difference in medical care, the life expectancy in the US is very similar to the one in Mexico (77 years) - with studies showing that touching, hugging and expressing openly emotions reduces stress and helps in creating a stronger immune system.
Studying the art of haptics (for us - Latino haptics) is crucial for advertisers in order to fully understand it and implement it in communication; it is also important to complement it with three other communication formats described in articles by TCB Consulting:
o Proxemics - The use of “space” in interpersonal relationships
o Kinesics - Bodily movement and facial gestures as part of communication
o Oculesics - The use of the eyes in interpersonal communication
Most Hispanic market advertisers will say that they either do implement these non-verbal aspects in their communication or that these aspects are included “de facto” by the sole fact that it is Hispanic consumer communication. I disagree.
I believe we need to address these aspects with much closer attention; we need to keep an eye out for them and make a point of including them in broadcast and print ads targeting Latinos. They will be key to truly keeping close to the consumer's minds and hearts. As the size of bicultural (and bilingual) Latinos increases and language diminishes in importance as the “key differentiating factor”, aspects of non-verbal communication will increase in their importance in delivering culturally relevant communication.
So, marketers, advertisers, producers, creative directors, brand managers, etc. - place more emphasis on the “small things” like touching, the closeness between characters in an ad, eye movements, gestures - these aspects of the ad by themselves should clearly yell out loud: this a Latino focused ad! Regardless of the language that it's in; and better yet - it won't be yelling it to non-Latinos; it will be a soundless understanding among us Hispanics. Remember also that these cultural traits will not go away; we may add to them as we become more acculturated but they will strongly remain a part of who we are.
Enrique R. Turegano
VP, Chief Business Strategist
alPunto Advertising
730 El Camino Way Suite 200
Tustin, CA 92780
714-544-0888 Ext. 214
WE THINK
<http://www.alpunto.com>
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