The bilingual brain: Maximizing impact with English- and Spanish-speaking Millennials

This paper shows how Spanish language ads help brands to connect with bilingual young Hispanic consumers, as evidenced by a research study in Latin America and the US.

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...

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