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Showing 1 to 1 of 1 for “"ethnic targetting"”.
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Collateral damage: un-intended brand-association effects of American in-language Hispanic advertising on the non-Spanish speaking consumer
This thesis explores language as an ethnic ad-targeting cue in the context of group categorization. A sample of non-Spanish speaking Americans was exposed to TV advertisements for known American brands. Conditions manipulated ad language (English or Spanish) and the prevalence of language in the ad …