Revista Latina

Metadata - 2011
DOI: 10.4185/RLCS-66-2011-937-350-375-EN

<title>RLCS, Revista Latina de Comunicación Social</title>
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<meta name="DC.title" content="Advertising targeting immigrants in Spain. A study focused on the agencies”/>
<meta name="DC.creator.personalName" content="Dr. Antonio J. Baladrón-Pazos"/>
<meta name="DC.creator.address" content=""/>
<meta name="DC.contributor.editor" content="Dr. José Manuel de-Pablos-Coello"/>
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<meta name="DC.Date.availableated"lang="es" scheme="iso8601" content="2011"/>
<meta name="resource-type" content="scientific paper"/>
<meta name="distribution" content="Global"/>
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<meta name="rating" content="General"/>
<meta name="digital objet identifier, DOI" content="DOI: 10.4185/RLCS-66-2011-937-350-375-EN"/>
<meta name="DC.Description" lang="en" content=“Revista Latina de Comunicación Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de-Pablos-Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea, etc. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008 and the year 2008.”/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.contributor.referee I" content="Reports: 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)."/>
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<meta name="DC.contributor.referee II" content="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)."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.description.abstract" content="Summary: This article focuses on the current situation and the future of advertising targeting immigrants in Spain. The research is based on the results of a Delphi survey conducted in 2009 and 2010 on managers of ethnic agencies. The main purpose was to carry out an analysis of trends that will according to these managers characterize advertising for immigrants in coming years and how they would like this advertising to evolve. It considers the need for companies to aim their communication at a society increasingly crossed by cultural diversity due to the significant growth of immigration in Spain in the last few years. The results show that in the future there will be more creative advertising for immigrants, more use of Web 2.0., more professionalization of this area and more research on this group. Another hypothesis is that such advertising will have significantly less ethnic dimensions and that the cultural references to the origins of the immigrants will have less importance. Because new residents will be increasingly integrated into Spanish society and therefore increasingly incorporated into the planning of any kind of campaign."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.keywords" content="
Keywords: advertising; immigration; ethnic agencies; cultural diversity; Spain."/>
<meta name="DC.identifier" LANG="en" SCHEME="URI"/>
<meta name="DC.publisher.corporateName" content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="" content="2011"/>
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<meta name="DC.relation.isPartOf" content="1138-5820" scheme="ISSN"/>
<meta name="DC.rights"content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.TERMS.bibliographicCitation" content="Baladrón-Pazos, A.J. (2011): "Advertising for immigrants in Spain. From the perspective of the agencies", at Revista Latina de Comunicación Social, 66, pages 350 to 375. La Laguna (Tenerife, Canary Islands): La Laguna University, retrieved on ___th of ____ of 2_______, from
DOI: 10.4185/RLCS-66-2011-937-350-375-EN / CrossRef link."/>