The bilingual brain: Maximizing impact with English- and Spanish-speaking Millennials
Manuel Garcia-Garcia, Roberto Ruiz and Esther FranklinNielsen, Univision Communications and Starcom
Preface
Hispanic bilingual Millennial are a rapidly growing and increasingly important consumer group. Defined by their ability to speak both English and Spanish, it is imperative to understand the impact of language in order to optimize messaging for this demographic. Over the past decades, technological advances have allowed researchers to investigate how bilingualism affects our cognitive and neurological systems.
Research has demonstrated that bilingual speakers have a number of cognitive advantages over their monolingual peers; however, the neurological...