Within the USA, many smaller audience segments exist in our multi-cultural, diverse, pluralistic society: for example, Black, Hispanic, and Asian ethnic groups. Many advertisers want to get their "market shares" of these audiences, so their ads are often linked to the group's identity, pride, and self-esteem.

Most cities and most cable channels have programming in languages other than English (e.g. Spanish, Japanese, Chinese, Hindi) and some ads simply use the English language commercials with the non-English language dubbed over, or in sub-titles.

But, in the larger markets (such as New York, Chicago, Los Angeles), many ads are originally composed for the specific ethnic groups, using the appropriate nonverbal associations (gestures, visuals, music). Many small ad agencies are devoted to such minority ads and often work coordinated with larger ad agencies in the overall ad campaign.