Beyond Translation: How Language and the Sapir-Whorf Hypothesis Inform Hispanic Advertising

By Madison Pellicer 

Language is a fundamental element in developing thought, identity, and behavior. Among U.S. Hispanic populations, language serves as a communication tool and a conduit of culture, memory, and emotional resonance. In this essay, I explore two language-related topics that are crucial to understanding Hispanic consumer behavior and marketing communication: (1) whether language influences how Latino consumers behave in the marketplace, and (2) the implications of the Sapir-Whorf hypothesis. These perspectives are highly relevant for marketers seeking to connect with the growing and diverse Hispanic consumer segment. By integrating scholarly research, specific campaign examples, and industry insights, this analysis underscores the critical role of language in crafting effective marketing strategies for Hispanic audiences, who engage with diverse media across Spanish and English platforms. To understand how language shapes these strategies, it is essential to first examine its influence on Hispanic consumer behavior through the lens of linguistic theory.

Language influences Hispanic consumer behavior by shaping identity, values, and purchasing decisions. A key framework for understanding this influence is the Sapir-Whorf hypothesis, which posits that language structures cognition and worldview (Kay & Kempton, 1984, p. 65). The Sapir-Whorf Hypothesis is expressed in two versions: a strong form, which suggests that language entirely dictates thought, and a weaker form, which indicates that language shapes thought patterns to some degree (Shukla, 2018, p. 2). Chapter 4 of Hispanic Marketing uses the Sapir-Whorf Hypothesis to suggest that the use of Spanish, English, or Spanglish shapes how Hispanic consumers interpret brands and products, with Spanish evoking emotional ties to heritage and English signaling modernity (Korzenny et al., 2024, p. 143-145). This linguistic influence is particularly evident in the bilingual practices of U.S. Hispanics, whose code-switching reflects their bicultural identities and shapes their responses to marketing campaigns.

Bilingualism and code-switching, the practice of alternating between languages, reflect the bicultural identities of many U.S. Hispanics, particularly younger generations, and directly inform effective marketing strategies (Korzenny et al., 2024, p. 175). For example, Target’s #SinTraducción campaign used culturally specific phrases that resonate with bilingual Hispanics, avoiding literal translations to maintain authenticity (Hispanic PR Blog, n.d.). Interviews with young Hispanic consumers highlight their preference for brands that incorporate Spanglish, as it feels authentic to their lived experiences (Korzenny et al., 2024, p. 177). Similarly, McDonald’s Me Encanta campaign used the phrase ‘me encanta’ to evoke emotional warmth, aligning with cultural values of community, which enhances persuasion (Hispanic PR Blog, n.d.). Research by Alvarez et al. (2017) supports this, showing bilingual Hispanics respond more favorably to ads that align with cultural stereotypes, such as family-oriented messaging in Spanish (p. 32). Successful campaigns like PepsiCo’s Familias de Campeones use bilingual messaging to connect with Latino football fans through cultural touchpoints like family and soccer (Hispanic PR Blog, n.d.). However, not all linguistic choices resonate with Hispanic audiences, as misaligned language can undermine marketing effectiveness and alienate consumers.

Linguistic missteps, however, can alienate consumers. For instance, Donnadieu Borquez and Perkins (2025) found that terms like ‘Latinx’ in advertising may disconnect with traditional Hispanic consumers who prefer identifiers like ‘Hispanic’ or ‘Latino’ (p. 8). Linguistic barriers also affect information processing. Dolinsky and Feinberg (1986) note that Spanish-dominant consumers may experience information overload with English-heavy marketing, reducing message effectiveness (p. 265). To overcome such barriers and maximize engagement, marketers must strategically align language use with media planning to reach diverse Hispanic segments effectively.

Language consumption insights are critical for effective media planning and campaign execution, as they determine how marketers reach diverse Hispanic segments. Understanding whether audiences are Spanish-dominant, bilingual, or English-dominant shapes strategies to maximize engagement and impact. With 90% of foreign-born Hispanics consuming some Spanish-language content, language preferences directly influence channel selection, messaging tone, platform use, and creative strategy (CUNY Craig Newmark Graduate School of Journalism, n.d.).

For channel selection, Spanish-dominant consumers, often first-generation immigrants, prefer traditional media like television and radio, where Spanish-language networks dominate (Korzenny et al., 2024, p. 102). Bilingual and English-dominant Hispanics, especially younger generations, increasingly turn to digital platforms such as TikTok and Instagram for content, engaging with dynamic, multilingual content (Pew Research Center, 2024). Messaging tone must align with linguistic nuances: Spanish ads typically emphasize emotional, family-oriented themes to resonate with cultural values, while English ads often adopt practical or individualistic tones to appeal to acculturated audiences (Alvarez et al., 2017, p. 34). Hispanic adults who predominantly communicate in English are more inclined to be online (94%) compared to their bilingual counterparts (86%) or those who mainly speak Spanish (74%) (Pew Research Center, 2016). Creative strategies should incorporate code-switching for bilingual audiences to reflect their linguistic flexibility, ensuring authenticity and relatability, while Spanish-only content suits less acculturated consumers (Garcia Quintana & Nichols, 2016, p. 230). To implement these insights effectively, marketers must balance English, Spanish, and bilingual content through targeted segmentation and tailored strategies.

Balancing English, Spanish, and bilingual content requires segmenting the Hispanic market by acculturation and language proficiency. Spanish-dominant consumers respond best to Spanish campaigns on traditional media, ensuring accessibility for those with limited English proficiency. Bilingual and English-dominant segments, often younger or second-generation, prefer mixed or English content on digital platforms, where code-switching can enhance engagement (Garcia Quintana & Nichols, 2016, p. 228). Marketers should test content across segments to avoid linguistic misalignment, using bilingual approaches to bridge diverse audiences while tailoring tone and platform to specific language preferences. This segmentation ensures campaigns resonate culturally and linguistically, maximizing effectiveness across the heterogeneous Hispanic market. To achieve this, marketers can adopt a set of targeted strategies that leverage linguistic and cultural insights for optimal impact.

To navigate language effectively in Hispanic-targeted campaigns, marketers should adopt multiple strategies:

● Segment by Language and Acculturation: Use data to identify Spanish-dominant, bilingual, or English-dominant consumers. Spanish campaigns should target first-generation immigrants via networks like Univision, while bilingual campaigns can incorporate Spanglish, as in Target’s #SinTraducción (Garcia Quintana & Nichols, 2016, p. 230).
● Incorporate Regional Dialects: Recognize linguistic diversity among Hispanic subgroups, such as Mexican-American or Puerto Rican dialects and unique vernacular. PepsiCo’s Familias de Campeones used universal cultural themes to bridge these differences (Hispanic PR Blog, n.d.).
● Align Tone with Language: Use emotional messaging in Spanish, as in McDonald’s Me Encanta, and functional tones in English. Bilingual campaigns can blend both, as in Target’s #SinTraducción (Hispanic PR Blog, n.d.).
● Optimize Media Channels: Prioritize Spanish-language television and radio for Spanish-dominant audiences and social media for bilingual consumers. TelevisaUnivision’s bilingual Latin AMAs offer a model for cross-platform engagement (Axios, 2024).
● Use Inclusive Language Carefully: Avoid terms like “Latinx” unless targeting progressive segments, as they may alienate traditional consumers (Donnadieu Borquez & Perkins, 2025, p. 10). Focus on authentic language, as seen in Familias de Campeones.
● Continuous Research: Invest in ongoing research to understand evolving language trends and cultural dynamics within the Hispanic market.

By implementing these strategies, marketers can harness the power of language to build stronger connections with Hispanic consumers, as this analysis has demonstrated. Language shapes Hispanic consumer behavior by influencing identity, values, and purchasing decisions, as explained by the Sapir-Whorf hypothesis. Linguistic practices like code-switching, evident in campaigns like Target’s #SinTraducción and McDonald’s Me Encanta, reflect the bicultural realities of U.S. Hispanics, requiring tailored marketing strategies. Successful campaigns, such as PepsiCo’s Familias de Campeones and TelevisaUnivision’s bilingual Latin AMAs, demonstrate the power of linguistically aligned approaches. With Hispanics driving market growth and consuming diverse media, brands that prioritize linguistic and cultural nuance will foster stronger connections and loyalty. Language remains vital in multicultural marketing, bridging identities and enhancing brand relevance.

References

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• CUNY Craig Newmark Graduate School of Journalism. (n.d.). Language. The Latino Media Report. https://thelatinomediareport.journalism.cuny.edu/language/
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