Examining the Utilization of Model Characteristics and Culture as Appeals by Advertisers in Cosmopolitan and Latina Magazines

초록

Given the limited research on cultural targeting of Latinas in consumer advertising, this study adds to the literature on this topic. The study explores if ads in Hispanic women's magazines are more culturally targeted than those appearing in general U.S. audience magazines. Based on the concept of cultural distinctiveness, the research examines how advertisers employ cultural strategies to appeal to Hispanic female consumers by comparing the primary models and cultural attributes in advertisements placed in a Hispanic ethnic magazine (Latina) and a general audience magazine (Cosmopolitan). A content analysis of 1,167 advertisements in Cosmopolitan (N=739) and Latina (N=428) reveals important differences. Latina ads featured racially and ethnically diverse models with darker skin tones and larger body sizes. Additionally, sociocultural cues such as racial pride, collectivism, and cultural application were more prevalent in Latina-targeted ads. There was little representation of Asian Americans or American Indians in either magazine. Advertisers in Latina magazine used cultural appeals in less than half the ads suggesting business could invest more in cultural tailoring efforts. These findings emphasize the importance of cultural appeals to Latina audiences through ethnic media. The research contributes to understanding cultural targeting in Cosmopolitan and Latina magazines and to providing insights into how advertisers engage and connect with Latina consumers. The study highlights the recognition that society and businesses assign value to social groups, partly based on their perceived value as consumers, and there is opportunity for advertisers to expand their efforts.

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