According to the 2010 US Census, the Hispanic population in Ogden City, Utah has grown by over 36%. This influx of population of Hispanic descent has influenced local businesses to begin advertising in Spanish through multiple mediums. To determine what factors influence a business’s decision to advertise in Spanish, locations of all print advertising in Ogden were determined through personal investigation. Second, neighborhoods and areas were divided according to census divisions that appear on the official website and median household income as well as the population of Hispanic people was recorded to determine if socioeconomic bias was present in the selection of where to advertise in Spanish. A linear regression comparing the total number of Spanish advertisements found in each geographical area was compared first to income, and then to total Hispanic population. The results of the regression illustrate a potential bias based on financial circumstances rather than ethnicity. Further study is needed to determine if this use of Spanish-advertising in the low-income areas affects Spanish-speakers’ access to healthy foods, housing, or other critical aspects of quotidian life.
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