Code switching : how Latinos are changing advertising and the Spanish language
This paper seeks to present a discussion analysis of how acculturation among Hispanics has done more than just produce a shift in the culture and language of the current and rising generation, it has also changed the language choices within advertising. The focus will be on the discussion of how code switching in the form of “Spanglish” has affected the Hispanic consumer group in relation to advertising and marketing. A case example analysis of relevant Coca-Cola Company print ads is presented.
Spanglish in Advertising
This paper will study some historical issues in the development of adver- tising and Spanglish, how they came to be related and how they are ar- ticulated. The significance of this research lies in the fact that although Spanglish is now a common occurrence in Latin American Spanish, es- pecially in advertising, the dynamics of these two fields has rarely been analyzed. Thus, this study can give us important insights into the ever- changing Spanish language, the role that English plays in these changes, and how advertising capitalizes on language for commercial profit.
The identity and self-perception of artists-managers
Manager’s and artist’s professional identities seem to be opposite, but there are many indications that this understanding is not justified in reality. Despite the contradictions, these two identities can intersect. The paper aims to define the characteristics of the artists-managers’ identity. The object of the study was qualitative research (n = 22) conducted in the form of in-depth interviews with key informants from the international environment. The practical objective was to verify common and contradicted features of the artist’s and the manager’s identities among artists-managers to understand the possibilities of reducing the intra-psychic tensions and ways of fruitful paradoxical thinking among managers and negative consequences for personalities and organizations. The study reveals common characteristics between the artist’s and manager’s identities and describes artists-managers’ identity. Although artists-managers experience diversity between both identities, they do not see them as contrary; they use paradoxical thinking, being experts in using personal seemingly contradictory characteristics to achieve outstanding performance. Acting in paradoxical contexts and focusing on the positive aspects of seemingly contradictory personal qualities, they find nonstandard creative solutions. By trying to understand and implement their self-construction, there is the possibility to reduce the intra-psychic tensions and negative consequences of seemingly opposite identities or goals among individuals in organizations. There is a synergy between the manager’s and artist’s identities. Understanding the nature and attributes of artistic creativity, aesthetic theories and the phenomenon of artist-manager’s identity can be a valuable contribution to the practice of management and organizational life.