Qué piensa de la publicidad y de sus técnicas la comunidad de latinos inmigrantes en España

Abstract

This article explains the results of various focus groups done recently with inmigrants from Latine America living in Spain. With the qualitative methodology that is generally used in the focus groups, we have investigated what is their opinion about advertising in our country in general, but also getting into some detail with the type of advertisement, the styles of communication and the brands being advertised. It was also thoroughly investigated the perception they had of the part played by the latin characters that appear in the spanish advertisement –typology, verbal pronunciation, role played, etc.– and how they identify with them.
The article tries to explain the wide range of effects observed on the inmigrants and how they quickly get used to the Spanish advertisement, which are quite different to the one they see in their countries.
The data used for this article was obtained during an investigation done for Asociación de Agencias de Publicidad española (Spanish Advertising Agencies Asociation) by Universidad de Villanueva and Universidad Complutense de Madrid, Spain.