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 viability and pertinence of a strategy or the appeal of a concept to marketers, especially when the marketers are more familiar with the general market culture than with the Hispanic culture, is a complex situation. There are, however, certain qualitative research tools, namely ethnographic interviews and archetype analysis, which are available for a creative director involved in Spanish-language advertising and may prove to be very useful in such a circumstance. These research tools provide in-depth information to be shared between creative director and marketer, promoting a more enlightened dialogue and a smoother process toward the creation and/or completion of an advertising campaign. And they allow both the creative director and marketer to assess how significant a concept may be for the consumer.