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How to avoid stereotyping your Hispanic customer?
Advertising campaigns often make use of stereotypes as a useful way of communicating a set of images and messages that could potentially connect with a particular type of customer. Sometimes the stereotype is deliberately placed with positive results. However, other times the use of stereotypes could be harmful to those they target by making overgeneralizations that do not represent all and that are viewed as a source of prejudice and discrimination. Advertising campaigns must often than not spot any sort of stereotyping, analyze the purpose of its use and whether it is likely to cause a negative response from a particular group. Advertising to Hispanics is a case in point.
Just like other minority groups, Hispanics are most often defined and analyzed according to different stereotypes. However, they distinguish themselves from other groups in that they are the most complex and the nation’s largest and fastest growing minority group. Therefore, special attention should be placed on how to approach the Hispanic customer. One of the most common mistakes people make when advertising to Hispanics is to think that they are one homogeneous group; that sharing the same language translates into sharing the same customs, traditions and culture. Hispanic is a broad term that refers to all people of Spanish-speaking descent, whether they are from Mexico, Cuba or Dominican Republic. Among Hispanics, attitudes and lifestyles can vary greatly by origin, age, nativity, and acculturation level to name just a few. So, for example, to aim to capture the interest of a second generation Hispanic, who speaks Spanish as well as English using the most known stereotypes –even if they are classified as neutral or positive stereotypes- will most likely translate into a negative response. Hispanics therefore will respond very differently to ad campaigns depending on their key lifestyle characteristics and their particular situation.
Furthermore, given that stereotypes are the result of the value, emotion and continuing behavior one group assigns to other, location also matters. Perceptions of Hispanics in the West are different from perceptions in the East or South. Identifying the source of those perceptions is also important. Sources like the mass media may contribute to, or reinforce negative perceptions of Hispanics. Thus, in order to avoid stereotypes, advertising campaigns must find how families, communities, educational institutions and the mass media communicate negative perceptions, either explicitly or implicitly.
But it is true that while stereotyping could negatively distort the message of the ad, some positive stereotypes resist the challenge much better. Regardless if you are Mexican, Puerto Rican or from the Dominican Republic, it is much easier to relate to stereotypic characteristics like “family-oriented”, and “tradition-loving”. Interestingly, Hispanics most frequently do use positive stereotypes in describing themselves. So, there is no simple answer. Successful advertisings campaigns should get acquainted with their Hispanic customer first, and question, examine, and verify the truthfulness of pre-established stereotypes imbedded in society.
About
Integra Hispanic is an advertising & design firm with a singular focus on Hispanic direct response marketing, targeted to bilingual and Spanish-speaking Hispanic Americans. Integra's focus is on creating profitable and lasting relationships between business and spanish-speaking and bilingual consumers.
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