As singers croon in Spanish during a new television commercial for Target, three generations laugh around the dinner table long after the food has been cleared away.

This is sobremesa, a common practice in Latin cultures of lingering after a meal to chat. English has no comparable term.

 “There will always be a part of you that simply doesn’t translate,” says a female voice at the end of the commercial. Those are the only English words in the 30-second spot.

Target Corp. is counting on such TV ads to attract more Latino shoppers to its stores. They are part of a campaign called “#SinTraduccion,” or “Without Translation” — the company’s first Latino-focused effort to rely on cultural concepts rather than merely translate general market advertising, as the chain previously has done.

“What we want to do is celebrate the fact that our bicultural guests live in two different worlds,” said Rick Gomez, senior vice president of brand and category marketing. “One is this Hispanic culture and the other is the American lifestyle.

The ads began airing in early March during prime-time shows, including “Jane the Virgin” on the CW, “Modern Family” on USA and “The Big Bang Theory” on TBS.

The campaign is part of a new focus by Target chief executive Brian Cornell, who joined the company in August with a mandate to turn around the retailer.

“As we go forward into the future, our guest is going to increasingly be a Hispanic shopper,” Cornell told analysts recently while discussing the company’s improving earnings. “We want to make sure we are taking that Hispanic consumer and converting them into future Target guests.”

Analysts say the #SinTraduccion campaign is a logical extension of Target’s attempts to capture more customers after a ragbag of missteps.

The Minneapolis chain has been plagued in recent years by a hacking scandal, an ill-fated push into Canada and complaints that its focus on groceries and discounting had come at the expense of clothing styles and other merchandise.

“What made it wildly successful was the cheap chic thing,” said Paula Rosenblum, an analyst with Retail Systems Research.