Using Spanish in Marketing

Re your Column One article, “Fast Food Firms Learn Lessons of El Mercado,” Oct. 8: I found the content interesting, but I do not agree with many of the assumptions made.

There is a definite need to communicate in Spanish when attempting to target the monolingual or bilingual Spanish-speaking consumer. I also agree with the need to be culturally sensitive. The Carl’s Jr. commercials cited stereotype Latino consumers as a population of sombrero-wearing, banda-dancing people. Though I recognize and respect the segment of our community that enjoys that lifestyle, I do not feel this portrayal is characteristic of most Mexicans, let alone our Central and South American brothers and sisters.

The patronizing “mariachi and merengue” approach has been overused and is an easy road to take when little real effort and resources are committed. Advertisers may want my money but are not, in most cases, willing to invest in me. Indicative of this is the quote from the president of Carl’s Jr., who told his stockholders that Latino consumers are important because he can reach them for one-seventh the cost of the general market. While some of this can be attributed to more affordable advertising rates, I am sure a large part is due to less being spent on the development and production of the Spanish spots.

JERRY SALSEDA

Los Angeles