Quality
In many cases, a general market ad agency partners with a Hispanic ad agency to serve the same client. However, because they often compete for resources, the Hispanic agency typically plays a subordinate role. To reduce production costs for Hispanic-American television advertising, agencies commonly rely on techniques such as:
Dubbing: translating English-language spots directly into Spanish
Re-editing: adapting footage originally shot for the general market
Shadow-shooting: filming the same concept with Hispanic actors using the same location and crew
Voiceovers: minimizing on-camera dialogue to reduce talent and residual costs
My analysis revealed that voiceover ads were particularly common on Univision. Many existing commercials were repurposed by selecting footage without dialogue and overlaying Spanish narration. Examples from my sample included campaigns by Bounty, Head & Shoulders, Toaster Strudel, Target, Maybelline, Yoplait, and Charmin.
Social Structure
I also examined the social structures represented in commercials, which provided cultural insights across markets. To do this, I categorized each spot by the number of people shown: Solo (1), Couple (2), Group (3+), and Family.
As shown in Slide 16, Fox’s commercials leaned heavily toward Solo portrayals, with very few Family examples. By contrast, Univision’s spots rarely featured solo figures; Couples, Families, and Groups dominated the Hispanic-American sample.
Humor vs. Family Emphasis
Finally, I found a clear difference in thematic emphasis. General market commercials relied more on humor, while Hispanic-American commercials highlighted family connections. This contrast underscored not only stylistic preferences but also broader cultural values reflected in advertising strategies.
0 Comments:
Post a Comment