Month: April 2014

https://www.youtube.com/watch?v=yGUW49-ZpSs

http://www.youtube.com/watch?v=GHwdH5jId9Q

Kraft seems to have a common theme throughout all of there advertisements in the English and Spanish speaking worlds. Their overarching idea is simple, love. Love is a strong emotion that elicits positive well being and upbeat attitudes at the slightest provocation. Love equals happiness, love is pleasure, love is the essence of life but Kraft plays to the cultural differences American culture and Latin American culture.

The Kraft commercial for American audiences portrays an idea of love that is extremely popular in individualistic cultures, self love. Modern day society has created an environment that promotes vanity and conceit with selfies and mirror shot images becoming all the rage. The Kraft commercial plays to these ideas and rejects the importance of community and family while emphasizing the needs of the one.

In the Spanish commercial, the son discusses the lengths the father will go to please his wife and give her what she needs. It plays to a very typical patriarchal society , where males are meant to provide for the family and women are the caretakers of the home. The commercial however also touches on the issues of acculturation specifically the idea of social exclusion and separation. Social exclusion refers to processes in which individuals or entire communities of people are systematically blocked from rights, opportunities and resources  that are normally available to members of society and which are key to social integration.Separation occurs when individuals reject the dominant or host culture in favor of preserving their culture of origin. The slogan “Mantente 100% Latino” is a prime example of these two concepts. The mother is afraid of being seen buying this typically American food and fears she will become an outcast in the tight knit enclave that many immigrants are forced to live in.

Con las diferentes culturas, razas, etc. que hay en America, Target ha decido extender sus campañas publicitarias para llegar a más público, y lo está tratando de hacer con estos comerciales:

http://youtu.be/HBV_m4T6q1Q

El comercial “Clap Your Hands” empieza con la canción “If Your Happy and You Know It” en inglés y luego la siguiente línea es en español, y esto se alterna hasta que acaba el comercial.  Con esto, Target esta tratando de llegar a familias hispanas y anglófonas a la misma vez, con un solo comercial. La familia es muy importante en las dos culturas, y Target busca esto al enfocarse en las alegrías que los bebes nos traen.

Esta no es la única campaña publicitaria que Target utiliza para llegar al público hispano, hay muchas más tales como: “Height of Summer”, “Conejitos”, “Volcano”, etc.

Este commercial de la campaña BWM Passat is targeted for Americans. The location is at some city in the United States. It is clear that message given is  Spanish and English are so important to advance in this country and all Americans should make the effort to learn the language.

http://youtu.be/RUqjKiGyPZ0

http://youtu.be/TPCsccM2wFQ

“Inglés Sin Barreras” directs its message to the Hispanic community living in the United States. They make it imperative that you learn English if you are in America in order to advance and move forward. If you have already accomplished goals without speaking English, there are an infinite amount of things you can do if you do speak it. They stress the importance of learning the language and motivates you to learn the language. “Inglés Sin Barreras” comes in various versions that accommodate your learning method. It guarantees that you will learn English even though you have tried every other method.