{"id":{"repo_id":"uiuc","oai_identifier":"oai:www.ideals.illinois.edu:2142/44182"},"canonical_url":"https://search.dev.ndltd.org/etd/uiuc/oai:www.ideals.illinois.edu:2142/44182","repository":{"repo_id":"uiuc","name":"University of Illinois - Urbana-Champaign","base_url":"https://www.ideals.illinois.edu/oai-pmh"},"display":{"title":"Collateral damage: un-intended brand-association effects of American in-language Hispanic advertising on the non-Spanish speaking consumer","abstract":"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 (High or low prevalence). Results showed that when presented with an ad in Spanish, non-Spanish speaking Americans associated the advertised brand less with the US. Contrary to industry assumptions, this finding supports the notion that when brands increase their likelihood of association to a particular kind of specific consumer group (such as the case of Ethnic advertising), they might be doing so at the cost of partial disassociation to a different kind of consumer. The present study offers important implications to professionals attempting to advertise mainstream brands to ethnic groups and in particular, to professionals advertising American brands to Hispanic consumers.","abstract_html":"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 (High or low prevalence). Results showed that when presented with an ad in Spanish, non-Spanish speaking Americans associated the advertised brand less with the US. Contrary to industry assumptions, this finding supports the notion that when brands increase their likelihood of association to a particular kind of specific consumer group (such as the case of Ethnic advertising), they might be doing so at the cost of partial disassociation to a different kind of consumer. The present study offers important implications to professionals attempting to advertise mainstream brands to ethnic groups and in particular, to professionals advertising American brands to Hispanic consumers.","abstract_has_math":false,"creators":["Carmona Cortes, Enrique"],"institution":"University of Illinois at Urbana-Champaign","degree_name":"M.S.","degree_level":"Thesis","degree_discipline":"Advertising","degree_department":null,"school":null,"contributors":["Duff, Brittany"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2013,"date_issued":"2013-05-24T21:53:35Z","date_published":"2013-05-24T21:53:35Z","updated_at":"2026-07-22T22:25:33Z","subjects":["in-language","inlanguage","Advertising","brand","brand image","group categorization","brand associations","ethnic advertising","ethnic targetting","in-group","ingroup","out-group","outgroup","country","multi-cultural","Spanish","Latino","Hispanic","television advertisements","Group Theory","categorization","language","language prevalence","bi-lingual"],"languages":["en"],"rights":["Copyright 2013 Enrique Carmona Cortes"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/2142/44182","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Duff, Brittany"]},{"key":"dc:creator","label":"Author","values":["Carmona Cortes, Enrique"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2013-05-24T21:53:35Z","2013-05"]},{"key":"dc:type","label":"Dc Type","values":["text"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Advertising"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["University of Illinois at Urbana-Champaign"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["in-language","inlanguage","Advertising","brand","brand image","group categorization","brand associations","ethnic advertising","ethnic targetting","in-group","ingroup","out-group","outgroup","country","multi-cultural","Spanish","Latino","Hispanic","television advertisements","Group Theory","categorization","language","language prevalence","bi-lingual"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["Copyright 2013 Enrique Carmona Cortes"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/2142/44182"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["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 (High or low prevalence). Results showed that when presented with an ad in Spanish, non-Spanish speaking Americans associated the advertised brand less with the US. Contrary to industry assumptions, this finding supports the notion that when brands increase their likelihood of association to a particular kind of specific consumer group (such as the case of Ethnic advertising), they might be doing so at the cost of partial disassociation to a different kind of consumer. The present study offers important implications to professionals attempting to advertise mainstream brands to ethnic groups and in particular, to professionals advertising American brands to Hispanic consumers.","Item withdrawn by Mark Zulauf (zulauf@illinois.edu) on 2013-04-24T12:51:50Z Item was in collections: University of Illinois Theses & Dissertations (ID: 1) No. of bitstreams: 1 CarmonaCortes_Enrique.pdf: 1373514 bytes, checksum: 2222f6447e691fa98c2d7f9deaaa6434 (MD5)","Made available in DSpace on 2013-05-24T21:53:35Z (GMT). No. of bitstreams: 2 Enrique_Carmona Cortes.pdf: 1271530 bytes, checksum: 0b2cf75635106a6dfae4d3c5cfc5d955 (MD5) license.txt: 4072 bytes, checksum: 2a5d410142b2205c441ce6237d1ab6d4 (MD5)"]},{"key":"dc:title","label":"Title","values":["Collateral damage: un-intended brand-association effects of American in-language Hispanic advertising on the non-Spanish speaking consumer"]}]}],"canonical_facts":{"dc:contributor":["Duff, Brittany"],"dc:creator":["Carmona Cortes, Enrique"],"dc:date":["2013-05-24T21:53:35Z","2013-05"],"dc:description":["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 (High or low prevalence). Results showed that when presented with an ad in Spanish, non-Spanish speaking Americans associated the advertised brand less with the US. Contrary to industry assumptions, this finding supports the notion that when brands increase their likelihood of association to a particular kind of specific consumer group (such as the case of Ethnic advertising), they might be doing so at the cost of partial disassociation to a different kind of consumer. The present study offers important implications to professionals attempting to advertise mainstream brands to ethnic groups and in particular, to professionals advertising American brands to Hispanic consumers.","Item withdrawn by Mark Zulauf (zulauf@illinois.edu) on 2013-04-24T12:51:50Z Item was in collections: University of Illinois Theses & Dissertations (ID: 1) No. of bitstreams: 1 CarmonaCortes_Enrique.pdf: 1373514 bytes, checksum: 2222f6447e691fa98c2d7f9deaaa6434 (MD5)","Made available in DSpace on 2013-05-24T21:53:35Z (GMT). No. of bitstreams: 2 Enrique_Carmona Cortes.pdf: 1271530 bytes, checksum: 0b2cf75635106a6dfae4d3c5cfc5d955 (MD5) license.txt: 4072 bytes, checksum: 2a5d410142b2205c441ce6237d1ab6d4 (MD5)"],"dc:identifier":["http://hdl.handle.net/2142/44182"],"dc:language":["en"],"dc:rights":["Copyright 2013 Enrique Carmona Cortes"],"dc:subject":["in-language","inlanguage","Advertising","brand","brand image","group categorization","brand associations","ethnic advertising","ethnic targetting","in-group","ingroup","out-group","outgroup","country","multi-cultural","Spanish","Latino","Hispanic","television advertisements","Group Theory","categorization","language","language prevalence","bi-lingual"],"dc:title":["Collateral damage: un-intended brand-association effects of American in-language Hispanic advertising on the non-Spanish speaking consumer"],"dc:type":["text"],"thesis:degree_discipline":["Advertising"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["M.S."],"thesis:institution_name":["University of Illinois at Urbana-Champaign"]},"updated_at":"2026-07-22T22:25:33Z"}