Observations: Archetype Researching for Advertising - A Spanish-Language Example

Roberta Maso-Fleischman

This article describes the 1996 California Milk Processor Board 'Generations' Campaign targeted at Mexican-Americans.

Observations: Archetype Researching for Advertising - A Spanish-Language Example

Roberta Maso-Fleischman

Where food products are concerned, what Hispanics like to see in commercials is a family and / or a caring mother (Sanchez, 1992). Compared to general market commercials which are often post-modern, Spanish-language commercials seem very traditional. And a creative director working in Spanish-language advertising is often hard pressed to convince a marketer that Hispanics expect and never seem to tire of commercials with happy, united families, as well as loving mothers or grandmothers in the kitchen, cooking, and serving the family at the dinner table.

Communicating the...

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