Lenguajages.

Without cognitively recognizing it, humans are subject to their language. Though all humans experience these parameters, there are differences in the actual languages spoken. This phenomenon poses several problems and opportunities for the Hispanic consumer market. Language molds the way people think (Koslow, Shamdasani, and Touchstone: 1994), how they identify themselves and therefore the way in which people strategize for the Hispanic market.

The Sapir-Whorf hypothesis demonstrates how language is indispensable to the way people think. According to Korzenny and Korzenny’s description of the Sapir-Whorf hypothesis, “members of different cultural groups think and perceive the world relative to their language” (Korzenny and Korzenny: 2005, 93). It is a difficult concept to prove, but there is a general agreement that language influences how “we organize information” (Korzenny and Korzenny: 2005, 93). Because of this influence, marketers make it a prerogative to reach people in the right language.

Spanish for some Hispanics is an emotional, cultural thread through which Hispanics connect. In an interview with Jimmy Fins, a Cuban American from Miami, he claimed that he feels commercials are “reaching [him] specifically”. Language is a cultural expression. Hispanics, especially those who are foreign-born, feel a special connection to the language because it is one of the few facets of their former homes onto which they can hold.

Marketing in English is another potential for reaching Hispanics. Although some would expect for a direct translation to be adequate for successful marketing to Hispanics, many express dissent; they tend to prefer to read about the product in English because translations are often awkward and difficult to understand (Korzenny and Korzenny: 2005). They prefer to read it in English because not only are some direct translations lacking in original meaning, but they are also learning in the process. As Jimmy stated during the interview, his grandmother enjoys watching English programming so she can “test” herself. In fact, almost 60 percent of Hispanics claim they understand English very well (Korzenny and Korzenny: 2005).

Since there is a mix of Hispanics and languages in the United States, it only makes sense for their languages to mix as well. Among Hispanics a new language, Spanglish, was created. This process of code-switching has become popular in the United States for several reasons. For one, languages can be particular to specific situations. Therefore, when referring to those situations one might speak in the language most familiar to that situation (Korzenny and Korzenny: 2005). For example, as Jimmy has experienced, he speaks to his family in Spanish, but uses English words when talking about his job, personal training, because he does not know how many of the words translate.

It is important for marketers to consider several aspects of the roles language play in the Hispanic market. Since language is a cultural expression with specific connotations, direct translations are generally not likely to be effective. Also English is also a potential route through which marketers may reach Hispanics effectively. Lastly, because of a growing generation of multilingual Hispanics, marketers may look into the reach of Spanglish or bilingual advertisements.
The role of language in the Hispanic market is very fascinating. As languages continue to prevail and emerge then so to should facets of the market.

Natalie N. Castillo
Sophomore
Nn****@*su.edu

Student in the Hispanic Marketing Communication Program at Florida State University

Center for Hispanic Marketing Communication

Works Cited

Korzenny, Betty Ann, & Korzenny, Felipe. (2005). The Role of Language in Hispanic Marketing, Hispanic Marketing: A Cultural Perspective (pp. 85-127). Massachusetts: Elsivier Butterworth-Heinemann.

Koslow, Scott, Shamdasani, Prem, & Touchstone, Ellen (1994). Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective. The Journal of Consumer Research, 20, 575-585.

Interview
Jimmy Fins
Cuban American
Age: 19
9/25/05
via Email

Are you bilingual?
Yes-English and Spanish
Which language do you speak most?
English
Which language do you speak most fluently?
English
In which language are you most likely to watch television?
Both equally
Do you ever speak or watch tv in your other language?
yes
Do you watch commercials?
yes
Do you make purchases according to the advertisements you see?
I don’t think so, but probably sub consciously
How do you feel about commercials in English or in Spanish?
I think that while commercials in English are getting worse, ones in Spanish are getting better. Most of the commercials I think are funniest right now are in Spanish. In Spanish though, I feel that there is more meaning to the commercials. I feel like they are connecting and reaching me specifically.
Which language do you prefer to watch commercials in?
I don’t really care
Does “Spanglish” play a role in your day-to-day life experience?
I listen to radio stations that “speak” Spanglish. I myself speak Spanglish all the time.
Do you think you can identify why you switch between languages or use Spanglish?
Well mostly because sometimes I can’t remember a word in one of the languages. Like if I am at home talking to my family in Spanish about work, I sometimes forget some words I would use when talking about my clients. Most of my clients speak English, so I never have to talk about personal training in Spanish and so I don’t have that vocabulary.
Do any Spanish-dominant members of your family watch television in English?
My grandmother does, she likes testing herself to see how much she could understand.