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| author | Nicole J Kinney |
| title | Marketing Towards the Hispanic American Population: The Microtargeting of Hispanic Subgroups in Advertisements |
| abstract | This paper will examine whether the diverse nationalities that exist within the Hispanic population in the United States are
treated as monolithic in advertisements or if the different nationalities are specifically targeted. Essentially, the question is whether, and if so to what extent,
marketers portray diversity within the Hispanic population? In order to answer this question, original research was conducted that includes looking at advertisements
on four different types of Hispanic media outlets, two print and two media: newspapers, magazines, television and online websites. Certain characteristics were looked
at in each advertisement, which included language, background, music/dance, general diversity, and discrimination. If the characteristics looked at in each advertisement
targeted a specific Hispanic subgroup, then that advertisement was microtargeting a certain nationality. After looking at 200 advertisements, the overall finding of this
study was that different Hispanic subgroups are not targeted when advertising to this population. This finding can lead to further research involving whether or not the
microtargeting of Hispanic subgroups is beneficial for companies.
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| school | The College of Liberal Arts, Drew University |
| degree | B.A. (2018) |
| advisor | Jennifer Kohn |
| committee | Raul Rosales
Maria Turrero-Garcia |
| full text | NKinney.pdf |
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