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Talk about a smart approach. If there's one thing Hispanics like, it's their telenovelas. No doubt the decision to run the ad had something to do with the fact that the NBA Finals happened to include Miami with its huge Latino population.
The city of Bakersfield for example, has whole neighborhoods with street names such as Petalo Drive, Las Entradas, Calle Elegante and San Jose Avenue (that's a good one). If you were to change these names into English, you would have Petal Drive, Prada Backpacks For Men The Inroads, Elegant Street and St. Joseph Avenue. Just doesn't have the same ring to it.
Other companies use a method very familiar to Hispanics and non Hispanics by combining English and Spanish to create "Spanglish." Chilean rock en Espanol group La Ley is featured in a Mountain Dew ad with the refrain "Toma this," or "Drink this."
Perhaps we might see more of this, however, as the NBA, Ford Motor Co. and ABC have taken this to a new level. During the 2012 NBA playoffs between the Miami Heat and the Oklahoma City Thunder, a 30 second ad in Spanish with subtitles in English played twice on national television. The ad touted the 2013 Ford Escape, in which the ad was done like a telenovela.
How dare they advertise in Spanish
than English is subsiding. Just the opposite: Last month Red Lobster launched its first Spanish language campaign with a tagline that says "Disfruta un Mar de Sabores," or "Enjoy a Sea of Flavors." The company's director of marketing, Stewart Marquina, told Restaurant News that "We start from the fact that it's no secret that Hispanics are booming as a population segment."
As businesses long ago found out, the Hispanic market is one of the most lucrative targets, which can bring in mucho dinero. Advertising in Spanish helps retailers generate new customers by going after those consumers who are more proficient in their native tongue. And in Kern County and the rest of California, that means there are tons of potential new customers.
"Boost Mobile, I seen another one on Weedpatch Highway not sure what that one was about," said Paul, who declined to give his last name.
So where is all this heading? I think that's the crux of Paul's real concern here a fear of seeing something he is not familiar with or just doesn't like, for whatever reason. But it's not really that bad. In fact, if Paul does what millions of other non Hispanics have done by embracing the change, he could make life easier for himself.
When my colleague Anthony Bailey reported on this story, he got a lot of the usual "go back to Mexico" comments about the people being targeted in the ads. Years ago, I recall a Spanish language ad about El Pollo Loco that ran Replica Rolex Daytona Watches Uk
Hmmm. I ain't seen that sign either, but I guess it might have something to do with telling the public that Boost Mobile is a great product and you should go out and buy your very own.
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According to Statista, the Statistics Portal, the leading Spanish language advertisers in 2011 were Proctor Gamble, Bancorp Inc., Dish Network, McDonald's, AT Verizon, Toyota, General Mills, Kraft Foods and General Motors.
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during the evening news on KBAK. Almost immediately after, the calls came in and people were furious. How dare such an ad be run like this? And more of those gracious comments.
I hate to break this to guys like Paul, but companies such as McDonald's, Boost Mobile and a host of others spend hundreds of millions of bucks every year eagerly pursuing customers in all kinds of languages, even in English.
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