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The demand for Spanish and English-speaking professionals in areas such as marketing, advertising and sales is fueled, at least in part, by the commonly held opinion that the Hispanic population of the U.S. must be "reached" in Spanish. Not everyone necessarily agrees with this conclusion, however, as explained in Sarah Woodward''s article in Shoot (June 25, 1999). On the one hand, there are those who maintain that Spanish-language advertising demonstrates respect for Hispanic culture, and on the other there are those who believe that there are many subtle factors that must be considered in determining the language used in each advertising campaign. The latter approach is illustrated by the California Milk Processor Board''s decision to run an English-language ad on Spanish -language television. Since the Board''s market research revealed that young Latinos move comfortably in both worlds, management decided to run a "Got Milk?" ad, the humor of which they thought would be appreciated by the target audience. The use of Spanish in U.S. advertising promises to be the subject of an on-going debate.