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Abstract
Even though the population of Puerto Rico includes a large percent of residents with some knowledge of the English language (bilinguals), the vast majority communicates using Spanish, which is their native language. Not surprisingly, the majority of advertisements in Puerto Rican media use the Spanish language. The common sense assumption that Spanish advertising is significantly superior to English advertising when targeting Puerto Rican Hispanics living in Puerto Rico is tested experimentally in this study. The Social Value component of the Theory of Consumption Values was used to generate several Hypotheses that would favor the use of English language. The experiment used magazine-like printed illustrated advertisements to test the hypotheses, all of them dealing with relative effectiveness of Spanish versus English language advertisements. The results show that Spanish advertisements and English advertisements were about the same in terms of their persuasion effectiveness.By submitting a contribution to consideration of the Editorial Board of Fórum Empresarial, the authors attest that it is an original, unpublished work, which has not been nor will be simultaneously submitted to another journal for consideration and publication; that they are responsible for the work carried out and the content of the article; and they have the corresponding copyrights.
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