Research done by Nielsen has demonstrated that bilingual speakers have a number of cognitive advantages over their monolingual peers; however, the neurological impact of bilingualism on advertising had not yet been explored. Utilizing Nielsen's proprietary consumer neuroscience technology, Nielsen, Univision and Starcom collaborated to research unarticulated language preferences and their impact on advertising, answering key questions, such as:
- Does the emerging population of bilingual Millennials respond differently to messaging when it is in Spanish than when it is in English?
- What are the best ways to reach and connect with Hispanic bilingual Millennials?
- How does the language of television programming influence how the advertisement is received by the consumer?
The results confirm that language influences how ads are received and introduces the idea that advertising in Spanish offers a unique advantage for brands striving to connect with bilingual Hispanic Millennials.
To Connect, Consider Spanish
Spanish-language advertising did a better job connecting with Bi-Llennials in a range of scenarios, particularly when the ads' content was emotional in nature. Ads featuring social interaction were generally more emotionally engaging and memorable for Bi-Llennials in Spanish than in English. Similarly, branding sequences were more effective in Spanish than in English.
La comida que se sirve hoy en día en los comedores de los dormitorios estudiantiles es mucho mejor que la comida sin sabor, súper procesada de décadas pasadas. No más carne misteriosa o verduras recocidas. El servicio de cafeterías de los campus de todo el país están ofreciendo una diversidad de alimentos más frescos y saludables, para el deleite de los estudiantes que conocen de alimentos y desean variedad, sabor y opciones nutritivas. Bueno…siendo estudiantes no siempre optan por lo más saludable, pero los programas educativos en los dormitorios de los campus están dando un giro hacia una alimentación más saludable.
Al mismo tiempo, los chefs y compradores de alimentos de las universidades, en particular la Universidad de California (University of California), están eligiendo frutas y verduras de alta calidad, cultivados localmente y de manera sostenible. Las universidades con fuertes programas de sustentabilidad alimentaria están, con todo su derecho, orgullosas de lo que están haciendo para educar a los estudiantes sobre la producción de alimentos, salud y nutrición. Los servicios de Cafetería de Davis (Dining Services) le dan prioridad a los alimentos que son cultivados localmente (idealmente dentro de un radio de 50 millas). La mayoría de los campus de la Universidad de California cuentan con programas similares.
En UC Davis, se recolectan tomates roma durante el mes de agosto en el Rancho Russell de 300 acres, que es parte del Instituto de Sustentabilidad Agrícola del campus (Agricultural Sustainability Institute), para ser procesados en cuestión de horas por el servicio de cafetería del campus para hacer salsa de tomate para pizzas, pastas y pisto para todo el año escolar. En total, 10,000 libras de tomates son procesados durante un periodo de dos semanas en agosto. Aproximadamente el 29 por ciento del total de alimentos que se sirven en los comedores residenciales del campus proviene de fuentes locales, orgánicas y sostenibles.
Los tomates cultivados en el Rancho Russell son parte del proyecto de investigación académica a largo plazo que examina factores como los métodos agrícolas, las necesidades de riego, rotación de cultivos, producción y contenido nutricional. Al final de la temporada de cultivo, muchas de las toneladas de tomates son compradas por Servicios de Cafetería a precio de mercado.
Muchos profesores y empleados de UC Davis están tan impresionados con las opciones de alimentos en los comedores de los dormitorios que compran boletos individuales para las cafeterías y disfrutan de almuerzos preparados con los tomates, hierbas y otras verduras cultivadas en el campus, todos los cuales forman parte de la gran variedad diaria de alimentos. En los dormitorios también se ofrecen periódicamente cenas públicas para que miembros de la comunidad se sienten entre los estudiantes a degustar y aprender sobre los programas de sustentabilidad de los dormitorios.
Si desea más información (en inglés):
- Video: Farm to Table, UC Davis Tomatoes - De la granja a la mesa, tomates de UC Davis; 2010
- Diapositivas de la cosecha de tomates y sistema de procesado de este año en la UC Davis; 2014
- Reporte sobre el Progreso del Servicio Alimentario Sustentable del 2014, Servicio de Cafeterías de la UC
- Dos videos de los estudiantes de la UC Davis que trabajan en la Granja Estudiantil para producir alimentos, incluyendo uno sobre la producción de salsa de tomate
- “Tomates: métodos seguros para almacenar, preservar y disfrutar”. Una publicación gratuita de la División de Agricultura y Recursos Naturales de la UC. Publicación gratuita
The shift may be explained at least in part due to questionnaire design changes, the report indicates. Analysts observed a race response change among American Indians, Alaska Natives, Native Hawaiians and Other Pacific Islanders, people who reported multiple races, and Hispanics who reported a race. The researchers found little variation among single race non-Hispanic whites, blacks, and Asians.
"Compared to adults, children and adolescents may be more likely to change their race/Hispanic responses for two reasons: childhood and adolescence are times of personal identity development and young people's information was probably reported by their parents in 2000 but may be self-reported in 2010," researchers said.
The most common change in responses was from Some Other Race (SOR) to single race white among those who identified (or were identified by someone in the household) as Hispanic in both the 2000 and the 2010 censuses. The second most common response change was from single race white to SOR for those who reported (or were reported as) Hispanic in the two censuses.
Specifically, 710,019 respondents changed from white to Hispanic white, and 417,855 changed from Hispanic white to white between one census and the next, according to an Associated Press article (10 million switched ethnicity or race ID on census forms by Jesse J. Holland). Races in the Census are white; black or African American; American Indian or Alaska Native; Asian; Native Hawaiian or Other Pacific Islander; and other for those with more than one race. In addition, there is a Hispanic ethnic category. The article also pointed to people who were children and or living in the West when the 2000 Census took place as the most likely to have modified their responses between the government surveys. Source: Published originally on HispanicMarketingandPublicRelations.com as Millions swap ethnicity in Census forms by Elena del Valle, August 13, 2014.
Authored by researchers at the University of Southern California's Center for the Study of Immigrant Integration (CSII), the report includes updated information on demographics, labor force participation, economic contributions, entrepreneurship, and numbers of eligible voters among all immigrants. “Looking Forward” also zeroes in on undocumented immigrants' contributions to the state's GDP and the contributions of vulnerable workers with intermittent employment.
“Every one of California's immigrants helps shape our state's economic and civic vitality, but the daily threat of deportation casts a shadow over California's undocumented residents – and their loved ones and communities,” said Reshma Shamasunder, Executive Director of the California Immigrant Policy Center. “Bringing relief to all of California's undocumented residents – who contribute over $130 billion to the state's GDP – is a common-sense step the President should take today to honor these contributions and advance economic prosperity.”
Key findings from the study include:
Demographics and mixed-status families
- 10.2 million Californians are immigrants - over one quarter of our state's population.
- 26% or about 2.6 million of California's immigrants are undocumented. Almost three in four non-citizens live in households that also have citizens.
- Immigrants produce 31% of the state's Gross Domestic Product – nearly $650 billion annually.
- Undocumented immigrants alone contribute $130 Billion of the GDP – a figure greater than the entire GDP of Nevada - or AT&T's total revenues.
- Immigrants are more than one-third of the state's labor force and are more likely to be entrepreneurial and create their own jobs.
- Undocumented immigrants represent almost 1 in 10 of the state's workers, making up 38% of the agriculture industry and 14% of the construction industry statewide.
- By 2015, immigrants eligible to naturalize and the already naturalized could represent as much as 33% of California's electorate.
- The report also found that 58% of California's undocumented immigrants are uninsured.
Jared Sanchez, the report's principal author, added: “From California's densest urban centers to our most intensely agricultural regions, immigrants' economic power is pushing California's economy forward.”
The report also examines the contributions of vulnerable undocumented workers with non-continuous employment, including those who work 13 weeks a year or less and those who had been laid off. The report recommends that both legislative proposals and executive action include this population, with a total earned income of more than $800 million, noting that hundreds of millions of dollars and their multiplier effects are at stake.
The full report and insets for each region is available at http://caimmigrant.org/contributions.html
Source: California Immigrant Policy Center, New Data Underscores Immigrant Contributions to California, September 3, 2014.
The report, titled American Latino Agenda Report, put together by a number of Latino organizations with expertise on various issues, like education, health care and immigration.
“We don't try to reinvent the wheel,” Ana-Maria Fernandez Haar, chair of the NAA Institute board, told VOXXI. “What we try to do is bring different experts from different fields so that we can take advantage of the best of each other's thinking.”
The report comes as the November midterm elections approach. NAA Institute members say they hope the report will help candidates understand that immigration is not the only issue Latinos care about. They also say the report is meant to “spur a more strategic and informed dialogue on the full integration of American Latinos in the national agenda and priorities.”
A look inside the American Latino Agenda Report
One of the first main issues addressed in the report is the need to build the power of the Latino vote. This portion of the report calls for more outreach and engagement efforts focused on low-propensity voters as well as the need to modernize and strengthen federal voting rights protections. In addition, NALEO calls for the need to build a political infrastructure that provides Latinos an opportunity to run for office and have access to resources that will mount to viable campaigns.
At a time when the immigration issue has been making headlines, the report calls for an immigration system that would maximize the economic contributions that immigrant make and that would legally admit more immigrants who can fuel the U.S. economy. This portion of the report, put together by the American Immigration Council, also calls for a pathway to citizenship for undocumented immigrants with strong ties to the U.S.
On education, several different organizations pitched a menu of recommendations. For example, the White House Initiative on Educational Excellence for Hispanics advocates for better access to early learning programs and more investment to make college more affordable for low income, first generation and undocumented students.
The Hispanic Association of Colleges and Universities also calls for addressing the socio-economic issues the create barriers to educational attainment for Hispanics. It also calls for the need to increase federal funding for Hispanic-Serving Institutions and making Hispanic educational access and success a national priority.
And Excelencia in Education states that there should be more investment in evidence-based strategies that increase college and career readiness as well as college completion. It also highlights the need for more ways to increase financial literacy and opportunities for financial aid to make college more affordable for Latino students.
On health care, the National Hispanic Medical Association states that there are systematic barriers to health care access, availability and affordability for Latinos. It also notes that health care disparities among Latinos exist due to lack of culturally competent care and education about disease prevention programs. Among the group's recommendations are increasing Latino representation in major health professions and filling the void in Congress' education regarding the health care issues that impact Latinos.
To view the full American Latino Agenda Report, visit the NAA website or click here.
Source: Published originally on voxxi.com as New America Alliance rolls out report on issues affecting Latinos, by Griselda Nevarez, August 7, 2014.