Top News
Grupo Garnier Expands Operations to Miami with the Launch of SHIFT U.S. by Grupo Garnier
Grupo Garnier, a holding company with a diverse portfolio of leading agency brands across a wide range of marketing disciplines and a presence in the Caribbean, as well as North, Central, and South America, announces the opening of its new office in Miami, Florida: SHIFT U.S. by Grupo Garnier, as part of its international expansion strategy.
Language of the Heart: Code-Switching as Culture, Strategy, and Belonging
Language practices like code-switching, bilingualism, and Spanglish are completely intertwined with personal and collective identity among U.S. Hispanics; oftentimes, these linguistic practices are signals of belonging, adaptation, community building. By Alexa Ramos - B.A. in Literature, Media, and Culture Florida State University, Class of 2024 - M.S. in Applied American Politics and Policy Florida State University, Class of 2025
How Language Usage Influences Hispanic American Consumer Behavior
For most Hispanic Americans, language is a crucial marker of their identity. According to our research, “both the behavior and perceptions of consumers who speak more than one language might change depending on the language in which the interaction takes place”. By Hector Rodriguez & Sean Happel
Beyond Translation: How Language and the Sapir-Whorf Hypothesis Inform Hispanic Advertising
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. By Madison Pellicer
Mainstream Media and the Spanish Language: Change, Representation, and Expression
The origin of the Spanish language in media dates back to 1598. The definition of “media” at the time was much narrower and included newspapers, manuscripts, and performing arts. It was at this time that conquistador Juan de Oñate’s men improvised a performance based on their adventures in New Mexico. This marked the first European-style live theater performance to take place north of the Rio Grande (Wilkinson, 2016). Since then, the media has always played a powerful role in the lives of Hispanics. By Meghan Bannister & Samantha Humphrys
The Growing Hispanic Market: From Workers to Consumers
Over time, the U.S. workforce has experienced a demographic evolution. The workforce has become a melting pot of people, just like the country itself. The workforce of the U.S. is comprised of more and more minorities, such as Hispanics. Furthermore, there is a positive association between the rise in Hispanic workers and Hispanic buying power (Korzenny, Chapa, Korzenny, 2025). This implication is one that marketers must be proactive in responding to. By Samantha Humphrys
Critical Essay on Hispanic Consumer Trends in the U.S.
Are Hispanic Brands Taking Over the Grocery Store Shelves? For this paper, I’ve chosen to focus my research on food brand marketing and the influence that the Hispanic population has had on this industry. By Sofia Martinez
¿Como se dice? bilingualism and how it has impacted advertising and the media
Many of us have been exposed to code-switching in the media from a very young age without realizing it. From cartoons teaching us basic survival Spanish on Nickelodeon to Netflix shows based on actual events, centering on a Colombian drug lord. There is an increasing number of cases in mainstream media that explore bilingual communication methods. Media is one of the building blocks of culture, and culture is a primary inspiration for advertising. Therefore, it is a natural progression for practices in the Hispanic marketing community to reflect the bilingual nature of the media. In this analysis, we will delve into the impact of code-switching on Hispanic audiences in both advertising and the media, as well as its influence on consumer behavior. By Piper G. Hadsell
Padrón is GAIM for a New Chapter in His Leadership Career
Otto Padrón, who led Los Angeles-based Meruelo Media for nearly a decade before stepping down earlier this year, has named his next move – Co-President, Co-Owner, and Chief Operating Officer of a national broadcast group operating five television networks.
Why CEOs and CMOs Cannot Ignore the Immigrants Who Built Their Brands and Businesses- What Will You Say?
By Lili Gil Valletta I am an immigrant. I came to this country with a suitcase full of dreams, not speaking English fluently, and a relentless drive to contribute. I believed—like millions do—that America was a place where anyone willing to work hard and show up with integrity could build something meaningful.
