These ads appear in English and Spanish versions. (In fact, the ad about depression includes the tag line “Real Men. Real Depression” in English, an example of codeswitching of a sort one wouldn’t...

These ads appear in English and Spanish versions. (In fact, the ad about depression includes the tag line “Real Men. Real Depression” in English, an example of codeswitching of a sort one wouldn’t likely see if these ads were in a country where Spanish is the major or official language.) How do language choice and intended or invoked audience interact in these advertisements? Many U.S. Latinos are highly bilingual, although some of them prefer English, some prefer Spanish, and others have no preference. On the other hand, some Hispanic Americans speak little or no English, and still others speak little or no Spanish. How does this situation complicate efforts to create advertisements that target this community?