Targeting the Hispanic Market: Comparative Persuasion of TV Commercials in Spanish and English

Persuasion, meaning a viewer's intention to purchase, is one of the objectives of television advertising.

Targeting the Hispanic Market: Comparative Persuasion of TV Commercials in Spanish and English

Peter Roslow and J A F Nicholls

This paper compares the relative persuasiveness of commercials telecast in Spanish and in English and directed to the Hispanic population in the United States. In the hierarchy of advertising effects, the concept of persuasiveness is considered a measure of effectiveness that is nearest to the purchase intention (Rossiter and Eagleson, 1994). Advertisers now face a difficult decision when they allocate their resources to English- or Spanish-programmed television stations, or a combination of the two. The decision is difficult...

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