Beer Advertising to Latino Youth: The Effects of Spanish- vs. English- Language Targeting
Contribution to Book
Facing Difference: Race, Gender, and Mass Media
Pine Forge Press
This study analyzes the influence of American acculturation on Latino youths when responding to Spanish- and English-language advertisements.
Domenech Rodríguez, M., Slater, M., & Beauvais, F. (1996). Beer advertising to Latino youth: The effects of Spanish vs. English language targeting. In S. Biagi, & M. Kern-Foxworth (Eds.), Facing difference: How the media reflect who we are (pp. 205-211). Pine Forge Press: Newbury.