Felita

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Language: English

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All those whom it refers do still not accept the term "Hispanic." Its first television spot, “Arrullo” (“Lullaby”), depicts a Latina mother putting her baby to sleep with a classic Spanish-language record before issuing the tagline voiceover, “There will always be a part of you that simply doesn’t translate,” in English. “We thought it’d be really interesting to recognize this dual world that she lives in,” Rick Gomez, Target’s senior vice president of brand and category marketing, told Ad Age (adage.com/article/cmo-strategy/target-seeks-deepen-relationship-hispanics/297405/). “She’s going back and forth between her Hispanic traditions and her American culture.” Target, the nation’s No. 3 retailer (gaia.adage.com/images/bin/pdf/Hispanic_Fact_Pack_2014_web_rev0730.pdf) in terms of Hispanic ad spend, is running the campaign on Spanish-language Univision and Telemundo, as well as the bilingual Nuvo cable net.

Pages: 0

Publisher: Demco Media (September 1999)

ISBN: 0606174133

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