Effects of Acculturation on the Language of Advertising Among Hispanics

Abstract

This study examines the influence of acculturation and language on the emotional response of three print advertisements (English, Spanish, Code-Switched). The advertising treatments and surveys were administered to a convenience sample of 283 respondents in Oklahoma City, Oklahoma. The Bidimensional Acculturation Scale (BAS) for Hispanics was used to measure acculturation (Low, High, Bicultural). Emotional responses to the print advertisements were measured using the Emotional Quotient (EQ) scale and the condensed Reaction Profile. Results revealed some significant differences in advertising preferences. Results of the study suggested that a code-switched advertisement could be both culturally relevant and appropriate for reaching the majority of the Hispanic market. Implications, limitations and recommendations for future research are discussed.