Revista Latina

Referees' reports - 2011


This article analyses the current situation and the future of advertising for immigrants in Spain. It describes the results of an investigation conducted in 2009 and 2010 among the directors of ethnic organizations. Its main objective is to identify the trends that will characterise advertising for immigrants in the coming years and the ideal way the experts would like this type of advertising to evolve. This is a subject of undoubted interest for the academic field of communication, which has been scarcely researched so far.

The structure of the work is clear and includes the sections that a research article must contain; the development of the theoretical framework reflects a deep understanding of the topic by the author; the sources are relevant and up-to-date; the method is suitable for the purpose of study; the drafting of the work is correct; and the presentation of results and their discussion allow the reader to get a clear idea of the future trends in that type of advertising, and the aspects that should be changed. I recommended its publication without modifications. -Blanca Chong López, Ph.D. Autonomous Universidad of Coahuila (Mexico).

Reports on the article:

This article is based on the idea that the immigrant population in Spain reaches 12% (according to the Spanish National Institute of Statistics) and that the advertising sector should pay attention to this important collective. They spend an average of 60 billion euros per year, which accounts for 10% of the total national consumption. For this reason, advertising aimed at immigrants should be respectful and aware of its importance. Many ethnic agencies have concentrated on reaching commercially these groups. However, the phenomenon has been little studied from the social sciences and communication.

To tackle this problem, this article shares and analyses the results of an investigation carried out from October 2009 to February 2010, using the Delphi method. The research group contacted seven directors of Spanish advertising agencies specialised in ethnic advertising. Although the authors endorse this as representative sample, we would have perhaps recommended consulting a larger number of experts. For example, the study did not included Saatchi & Saatchi and GPS Image and Communication (which were hired by the Romanian Government to make a major effort to improve the image of the 700,000 Romanians residing in Spain, during 2008 and 2009) or Solidaridad Internacional (an NGO that has carried out studies and awareness campaigns such as El Magreb con ojos de mujer [The Maghreb with woman’s eyes] which was presented in several Spanish cities and the social network

Among the results, it is interesting the high degree of loyalty of immigrants towards the brands that recognised them and directed messages at them. It is clear that they still are a little attended collective, despite its potential as a consumer. In fact, research also shows that the experts consider that ethnic advertising is shallow, stereotypical, little creative, and does not use the mother tongue of the recipients, which decreases its impact. In addition, the participating directors criticised the ethnic campaigns of having few resources and few effective channels.

The most interesting part of the article is the proposed improvements and the most interesting sectors for advertising. The future of this ethnic marketing is on the Internet, the social networks and the virtual communities. However, the article lacked real-life examples of products and campaigns directed at immigrants in Spain, which would be useful for non-Spanish readers.
Despite this final recommendation and for all what was said above, I recommend the publication of this article. Graciela Padilla, Ph.D. - Associate Professor at the Camilo José Cela University (UCJC).

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