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.
Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective
The authors apply sociolinguistic theories of accommodation to investigate how consumers in a minority subculture respond to the use of their ethnic language in advertising. Specifically, Hispanic consumers' responses to the varying degrees of Spanish-language usage in print advertising were examined. It was found that the effects of Spanish usage in advertising can be usefully explained by accommodation theory. Spanish-language advertising increased Hispanic consumers' perception of advertiser sensitivity to Hispanic culture and people, and this perception in turn enhanced affect toward the advertisements. Yet, after controlling for perceived advertiser sensitivity, it was also found that advertising exclusively in Spanish decreased affect toward the advertisement. This finding may be interpreted to mean that though Spanish-language advertising appears to signal solidarity with the Hispanic community, exclusive use of Spanish in advertising may arouse Hispanic insecurities about language usage. Implications for future research and theory on language choice and usage in communication to consumer subcultures are discussed.
An overview of truck and bus safety: 1999 Knoxville symposium
This paper presents a summary of the topics and discussions from the Second International Truck and Bus Safety Symposium held in Knoxville, Tennessee, October 6-8, 1999. This paper is not a technical paper but is based on the symposium proceedings, which can be accessed for more technical information. The symposium provided an opportunity for the many stakeholders in truck and bus safety, such as carriers, shippers, inspectors, law enforcement officials, insurers, regulators, manufacturers and researchers, to network and discuss the key issues associated with truck and bus safety.