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Bilingual (Spanish-English) Marketing As A Catalyst For Cultural Awareness: The Effect On Parents In The Toy Market, Margo K. Bailey

Honors Scholar Theses

Due to globalization, multinational companies are increasingly cognizant of the language used in marketing materials. The growing Hispanic population in the U.S. and the increasing desire to learn and consume English in Spain makes marketers think twice about how they use language. This research is multi-method, using in-depth interviews and an experiment to learn more about how languages are used in advertisements to target monolingual and bilingual consumers within a country, and how consumers respond to monolingual and bilinguals advertisements.

I started by interviewing two marketing managers with experience in bilingual advertising in various media to better understand their decisions …