Department

Graphic Communication Department

Degree Name

BS in Graphic Communication

Date

3-2011

Advisor(s)

Harvey Levenson

Abstract/Summary

Magazines have been the lead sellers of entertainment and as technology advances many businesses are switching to the Internet as a way of advertising. By more companies going digital, the print industry loses business. However, if advertisements and articles were focused on certain groups, sales would improve. This study attempted to determine if by focusing on a culture’s needs, what popular trends will Hispanics be more interested in when purchasing magazines, therefore increasing sales? Spanglish advertising is a new demographic that is blooming in the United States. It is a combination of American and Latino culture that is mainly focused on second generation Hispanics. Spanglish is a mix of Spanish and English language that is informal and focuses on trends in fashion, music, news, and art that appeals to a person who enjoys aspects of the American and Latino culture.

To determine if Spanglish magazines would be something second generation Latinos would be interested in, there were statistics found by marketers that showed how much money advertisers were spending on the Hispanic market. There was an interview with the editor, Joel Martinez of a Hispanic magazine named El Paisano that targets Latinos and helps promote their businesses while giving the insight of what’s happening around their community. And finally there was a survey given out to Cal Poly students that are Latinos in order to see directly what Latinos think about this new type of magazine. Overall, research shows that Spanglish magazines can be successful but needs to be used properly and needs to target the right type of people. However, further research on a nationwide level needs to be performed in order to get more accurate results.

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