Before You Speak Persuasively, You Must First Speak the Language

Stop slap and pasting anglo-centric messages on people of color. This is 2008 man, get your micro-targeting together!
Pete Blackshaw, writing for Ad Age, says the same, albeit with a bit more tact.

“If we really want the right insights, we need to advertise and enable feedback in Spanish (and perhaps also other languages over time). We might even use the power of Spanish-language video to better communicate key concepts.”

I guess Concept Café and Honda of South Florida were listening (well before Blackshaw’s pronouncement).



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.