https://www.youtube.com/watch?v=i6LBJfL-_rk#action=share

Hoy en día vivimos en un mundo donde la tecnología, y estar conectado al internet es algo esencial en nuestra vida cotidiana, especialmente los jóvenes (milenios),es por eso que AT&T decidió enfocarse en contar la historia de jóvenes que son expertos en el uso de medios digitales para atraer nuevos usuarios o clientela.

Este anuncio publicitario llamó mucho mi atención no solo porque me identifico mucho con el comercial sino que también me pareció muy creativo de parte de AT&T usar los dos idiomas, ingles y español y a la vez spanglish, para persuadir a su publico de llegada, que en este caso serian los hispanos que viven en América.

Mi primera impresión cuando vi el comercial fue que estaba hecho para atraer a consumidores hispanos jóvenes, en este caso seria los “milenios”. Al usar el spanglish uno automáticamente lo asocia con la comunidad hispana. Sin embargo, sentí que el comercial también podría estar enfocado al publico anglosajón o a un publico bicultural, multicultural, o hispanos que se identifican con ambas culturas, la estadounidense y latina. Por ejemplo, el video no muestra mucho el lado colectivo de la cultura latina sino que muestra el lado individualista de una persona. Sin embargo, el comercial esta enfocado en lo que es la comunicación, y en este caso la comunicación con la familia, que es algo que caracteriza a los hispanos/latinos. Pero, algo muy curioso también ocurre en este comercial, como se trata de la comunicación a travez de aparatos tecnológicos yo sentí que el comercial también apuntaba hacia otras culturas, pues hoy en día la mayoría de jóvenes de diferentes culturas están conectados y se comunican con sus padres, parientes, amistades, etc a travez de redes sociales y el internet. Otra cosa que cabe resaltar es que los protagonistas son jóvenes latinos pero que también usan el ingles y están familiarizados, o mejor bien dicho, acostumbrados y cómodos con la cultura anglosajona. En si, yo sentí que el enfoque principal del comercial es un público multicultural.

William Cardona

SPA 4003                                                                                                                                                                                                                                                                    November 4, 2015

Cerveza Corona

La cerveza Corona es tan popular a nivel mundial y está ubicada como la quinta cerveza más vendida en Estados Unidos. Desde 1,925 la Cerveza Corona  ha sido la segunda marca de cerveza producida en México y vendida en muchas partes del mundo, desde entonces los anuncios de publicidad de esta exquisita cerveza ha llamado la atención de consumidores de todas las edades.

Como pueden ver  el primer comercial de Corona light fue hecho para  atraer los consumidores un poco más serios que viven en   Estados Unidos. Este comercial demuestra lo relajante que es tomarse una Cerveza Corona Light con un limón lo que hace que te sientas agradable cuando está en un bar en compañía de los amigos. Sin embargo el hecho de tomar una corona te da la sensación de descanso, y te hace sentir como si estuvieras descansando en tu casa.

Por otra parte el comercial que está hecho para atraer la comunidad hispana, refleja un ambiente amistoso de alegría el cual se ve la gente mucho más joven disfrutando de una tarde al aire libre. Los jóvenes se ven muy contentos y con mucho ánimo, y a la vez muy unidos. El potencial de este comercial es que los latinos en general nos gustan bailar, cantar y pasarla bien y disfrutar del verano en compañía de los amigos y una refrescante Cerveza Corona.

https://www.youtube.com/watch?v=7enwAIc7rR0

https://youtu.be/IE_11mt0kfs

Advertising has become universal in our society. With all the cultures and languages in our world, ad campaigns are forced to do diverse projects or learn how to translate their message without losing its meaning. As you can see, both Ford Fusion advertisements, Spanish and English, are very different. Even though they are marketing the same product, different messages are being broadcasted to pursue the viewer to purchase the product.

The English Ford Fussion commercial is meant to attract American (white) viewers. From the start the commercial begins with a white man driving the vehicle. Then, the commercial goes on by explaining the advantages of the vehicle in a technological way. Who in America does not like technology? Americans are infatuated with technological advances. The exaggerated a bit by making the car fly, but they got their put across to attract these specific viewers.

On the other hand, the Spanish Ford Fussion commercial aims to attract the Latino community. It does not talk about the technology of the car but how much money you will be saving or “how far can twenty dollars take you.” The entire advertisement just speaks about money and savings, and how the product will be affordable in the long run. (Most Spanish people look for affordable things)

https://www.youtube.com/watch?v=gRS4shfH1Pw

https://www.youtube.com/watch?v=0IkPS7DnZXM

In the business world, values can be used as a tool to persuade a particular group of consumers to buy the product/service. Both commercials illustrate how a population that is generally known to be individualistic (English commercial targeting an American audience) and a population that is viewed to have collectivism morals (Spanish commercial targeting a Hispanic crowd) hold different types of values.

The commercial in English clearly demonstrates the mentality of an individualistic society as the value heavily weighs on the importance in looking after and taking care of oneself (obtain immediate assistance in a case of emergency or situation.) The general message the commercial conveys is security and the accessibility to that security. This is parallel to the ideology of being self-reliant in individualistic cultures as people tend to be concerned with self-centered values and self-sufficiency (being self-sufficient in an individualistic culture is viewed to guarantee the well-being of the society/group.)

While people in individualistic cultures tend to distance themselves psychologically and emotionally from each other, the well-being of others is highly valued in collectivism societies, so considering the needs and feelings of others are important. The commercial in Spanish represents this harmonic and interdependence view as family dynamics are emphasized: Parents go together as a family to drop off their daughter at her college; father goes back to give his daughter one more hug displaying affection and interdependent view of the self as part of a larger social network that includes one’s family.

Hoy en día los negocios tratan de llevar sus productos por el mundo entero. Una muestra de ello es este par de comerciales de cerveza Bud Light, en ingles y español. Cada uno muestra diferentes en la maneras de presentar el producto. Sin embargo, tienen algo muy especial en común: los dos (aunque en diferentes idiomas y dirigidos a un mercado en especifico) tratan de mercadear el producto con el objetivo de convencer al consumidor de comprar su producto.

El comercial en ingles, creado especialmente para la temporada final de futbol americano 2015, con música electrónica, uso de videojuegos, típicos estadounidense. Del otro lado tenemos el comercial en español. En este comercial la selección Mexicana juega soccer y los jugadores celebran al anotar un gol en la cancha, mientras los fanáticos (familiares y amigos) desde su casa celebran y gritan el dicho “ya se armó”.

https://www.youtube.com/watch?v=abtjIIbaBBc

An ad campaign will establish a relationship with the consumer, because people will buy brands they recognize or that capture their attention. The advertisers must use any means to call attention to their product over their competitors. They employ celebrities in fantasy sequences or use familiar situations to relate to the consumer.
Over the past few years advertising is heavily done via social media. I have two examples on facebook of Lays potato chips or, as it’s known in Mexico, of Sabritas. Sabritas’ latest ad features Enrique Iglesias, the latin hearthrob using his charm to get at a girl’s chips. It almost works! This ad features the original lays flavor.
https://www.facebook.com/PapasSabritas/videos?ref=page_internal
In the U.S., Lays had a different campaign this past year with its own dedicated website. It was called “Do Us A Flavor” or dousaflavor.com which ended 10/18/15 and featured a nationwide campaign for a new Lays flavor (the winner was Southern Biscuits and Gravy).
https://www.facebook.com/lays?ref=nf
One thing Frito-Lay does do is relate to their consumer using flavors. The blog below has a list of 204 lays flavors in different countries. In Thailand they have a Tom Yum flavor, whereas in India they have Mango Mastana. And we thought sea salt and vinegar was special once upon a time.

http://nowthatsnifty.blogspot.com/2012/01/204-lays-potato-chip-flavors-from.html

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Lays and Sabritas, all part of PepsiCo

As written in a press release by PepsiCo in March, 2012, ” PepsiCo, Inc. today announced that its global “Banner Sun” potato chip portfolio has grown to more than $10 billion in annual retail sales, anchored by Lay’s, the world’s largest food brand and the No. 1 potato chip brand globally.<!– Paragraph before: The "Banner Sun" logo – which appears on packaging for leading brands such as Lay's, Walkers, Smith's and Sabritas – has grown into a symbol for quality potato chips around the world. Lay's and Walkers are among PepsiCo's portfolio of 22 billion-dollar food and beverage brands, a number that has doubled since 2000 – further illustrating the strength of the company’s worldwide food and beverage business.

–>

The “Banner Sun” logo – which appears on packaging for leading brands such as Lay’s, Walkers, Smith’s and Sabritas – has grown into a symbol for quality potato chips around the world. Lay’s and Walkers are among PepsiCo’s portfolio of 22 billion-dollar food and beverage brands, a number that has doubled since 2000 – further illustrating the strength of the company’s worldwide food and beverage business.

<!– Paragraph before: Expansion into international markets has driven the success of PepsiCo's potato chip portfolio, with about 60 percent of "Banner Sun" sales coming from outside North America. The top 10 markets are: the United States, United Kingdom, Russia, Canada, Spain, Australia, China, Mexico, Netherlands and India. 

–> <!– Paragraph After: Expansion into international markets has driven the success of PepsiCo's potato chip portfolio, with about 60 percent of "Banner Sun" sales coming from outside North America. The top 10 markets are: the United States, United Kingdom, Russia, Canada, Spain, Australia, China, Mexico, Netherlands and India. 

–>

Expansion into international markets has driven the success of PepsiCo’s potato chip portfolio, with about 60 percent of “Banner Sun” sales coming from outside North America…” (PepsiCo Potato Chip Brands Surpass $10 Billion in Global Retail Sales. (2012, March 14). Retrieved November 4, 2015)

This is a very known campaign of Snickers. It’s the only campaign I remember seeing a lot about Snickers actually, both in English and Spanish. In the commercials I remember there were a lot of different scenarios of people not acting like themselves. When it comes to these two ads in particular I see one main difference, which I noticed throughout the whole campaign in English and Spanish. The translations of “You’re not you when you’re hungry” in the commercials are literal and remain with the same meaning. However, throughout the campaign I did not ever see a Spanish commercial using the same actors as an English commercial. I think its mainly because of how Spanish speakers can relate to the Spanish actors and English speakers relating to English actors. The actor known as “El Puma” would be puzzling to English speakers. The Betty White commercial reached out to English speakers. Both commercials are extremely similar when it comes to the meaning but the language along with the actors changed in order to reach the target audience.

If anyone hasn’t seen or just enjoy seeing these types of commercials here are links:

Spanish – https://www.youtube.com/watch?v=z4dqz-i87jY

English – https://www.youtube.com/watch?v=uA7-31Cxc2I