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Example research essay topic: Language And Culture Roman Catholicism - 1,129 words

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... themselves as a different and not minor part of it [society]. This is manifested in the fact they have resisted societal pressure to surrender their language and culture, and although not all Hispanics have retained their language and culture, they are more likely to participate in American society rather than assimilate into it. (Guernica, pg. 82 - 83) While this may appear to be an obstacle to marketers that want to target the market, by reaching an understanding of the forces behind levels of Hispanic "acculturation" and cultural diversity, marketers should be the impetus to reach this growing market and realize that there will inevitably be an emergence of new Hispanic sub segments (foreign born, 2 nd and 3 rd generation) for them to develop. Brand Loyal Hispanics are relatively conservative in their lifestyles, which result in higher levels of brand loyalty than non-Hispanics. This trait is probably driven through limited brand choices in their countries of origin.

Statistically, Hispanics have lower income levels than non-Hispanics, yet product quality and reputation play an important role in the decision making process which will drive them to purchase costlier products, especially if it is beneficial to their families. The brand loyalty phenomenon can be attributed to family dynamics, taste perceptions, consistent quality, risk aversion, tradition and familiarity. Though a majority of Hispanics believe brand names are superior to store brands and many adhere to the familiar, Hispanics do remain open to new products and service information. Language The dominance of the Spanish language is a closely held and defining cultural trait of the U. S. Hispanic community.

In his book, Reaching the Hispanic Market Effectively, Antonio Guernica writes, "The enduring power of Spanish language use by the U. S. Hispanic population has been partly due to the constant replenishment it receives from the large numbers of yearly Hispanic immigrants to the United States as well as to modern communications and transportation, which help to keep ties to Spanish-speaking countries of origin alive and strong... The enduring power of the Spanish language use by U. S. Hispanics is perhaps most attributable to, however, to its direct and positive connection with the family and the home. " (124) This should be of no surprise to anyone who knows the U.

S. Hispanic community and especially a marketer who has spent some time researching and reaching the market. The language is so entwined with the culture that one is inseparable from the other and there is no reason to believe that it will change in the future as it provides the U. S. Hispanic with a sense of community and belonging. Religion Although U.

S. Hispanics observe a variety of religions, the vast majority of them practice Roman Catholicism. The influence of the church is evident on several fronts. Primarily, in the Hispanic philosophy of close family values and respect for elders. The large size of the Hispanic family can be intangibly tied to the Church's ban on birth control. The lower divorce rate, per capita, amongst Hispanics as compared to non-Hispanics can also be tied to Catholic virtues.

Also, espoused by the Church in Hispanics are the virtues of hard work, economic improvement (a primary reason why Hispanics come to the United States), a sense of brotherhood and an inclination to be charitable. (Guernica, pg. 127 - 1282) Family The typical Hispanic family nucleus is extensive when compared to non-Hispanics. When a Hispanic discusses their family, it generally includes grandparents, aunts, uncles, cousins and even non-family members who are closely tied to the immediate family. Hispanic families have strong close ties that are not lost when a members leaves the home or when new members are added through marriage. Hispanic families are in constant contact and, as such, the family plays an important role in maintaining the cultural and social values that define them as a society. (Guernica, pg. 126 - 127) How does this translate to marketers and advertisers worldwide? The 'enlightenment' has led them to develop in-depth strategic plans to reach this highly lucrative market.

Hispanics are the fastest growing, most concentrated, efficiently reached and advertising-friendly consumer segment - a marketers dream. Unfortunately, this epiphany was not realized by the marketing and advertising sector until about 10 - 12 years ago. There was a fundamental lack of understanding of the cultural forces that made up the Hispanic market that stunted efforts to reach the U. S. Hispanic market effectively. The Forgotten Segment Until recently, marketing targeted specifically at Hispanics was a relatively novel idea in the industry.

If campaigns were targeted towards Hispanics, they were relatively short-lived and stereotypical of society's attitudes of minorities. Ultimately, these were ineffective and unsuccessful methods to reach an ever growing and increasingly powerful market. As marketers began to uncover the Hispanic market, their efforts remained unsuccessful primarily due to their continued use of behavioral stereotypes that accompanied the day's image of Hispanics as a newly arrived (and illegal) class of society, who were uneducated, ate all day, were lazy, had a large family and were dependent upon the government to give them a better life. As Hispanics began to become a dominant force in American society, marketers began to study the dynamics of what typified and isolated the Hispanic from the general market.

Census figures clearly depicted a growing class of citizens with tremendous potential and yet marketers rarely had the courage to either approach Hispanic marketing itself or to do it right. Eventually, the size and power of the Hispanic culture could no longer be ignored and an earnest effort was made by the marketing community to understand and correctly target Hispanic cultures and behaviors. Today, Hispanic marketing is a culturally savvy industry that communicates the superiority of American goods and services without undermining Hispanic values and culture. The New Hispanic Model Today, the Hispanic market in the United States is an extremely attractive and potentially lucrative market that will continue to grow. With creative communications that capture the relevant emotional triggers of a realistic Hispanic lifestyle, marketers and the companies that hire them are reaching Hispanics and benefiting from these types of marketing efforts.

The questions that begs to be answered is then, "What are successful companies and marketers doing to reach and retain the Hispanic market. The successful marketer realizes that the Hispanic community in the United States possesses wonderful qualities that need to be addressed distinctly in order to benefit from their [Hispanics] power and commitment. The successful marketer will have to understand the process of acculturation, Hispanic customs and values, the idiosyncrasies of the Spanish language within the Hispanic community, the role of religion, especially Roman Catholicism, in the culture and the importance of family in the daily lives of Hispanics. In their 1987 briefing titled, Successful Marketing to...


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Research essay sample on Language And Culture Roman Catholicism

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