LOS INMIGRANTES ANTE LA PUBLICIDAD ESPECIALIZADA Y SU INCIDENCIA EN SU INTEGRACIÓN Y CONSUMO / SPECIALIZED ADVERTISING AND ITS IMPACT ON INTEGRATION AND CONSUMPTION IN IMMIGRANTS

Abstract

The arrival of immigration to Spain produced very significant changes, especially in the field of communication, as around this social phenomenon were born new ethnic media as well as specialized advertising, made by Spanish companies, to capture a New customer, without prior knowledge of the brands in the country. This article analyzes this new communicative scenario, studying the approach of the companies to these new consumers and collecting the opinion of the immigrants about the advertising specially directed to them, taking into account the incidence on their habits of consumption, motivations or valuation of immigrant characters in the advertising claims. In this sense, this research try to know the influence of persuasive communication, both in its behavior as consumer, as in the construction of its own identity as well as in the process of integration in society, which can be seen to advance positively.

Keywords

• Immigration
• advertising
• communication
• integration
• consumption