18. Latinas and/in Advertisement (Part 2)

November 15

READ: Dávila, Arlene. “Images: Producing Culture for the Market” (from Latinos Inc.: The Marketing and Making of People)
DISCUSSION: Violetta Orlowski & Katie Blake

Latinas in Advertisement (Part 2)

Please make sure to refer specifically to the Arlene Dávila’s chapter “Images” in your post where appropriate. Also, please fee free to respond to Violetta & Katie’s discussion of the topic. If you want to bring any additional resources, please cite accordingly.

30 Responses to 18. Latinas and/in Advertisement (Part 2)

  1. Stacey Pecor says:

    After our discussion, it made me more aware of the advertisements I see on a daily basis and the portrayal of women in general. Relating back to the Special K sizes of sassy, confident, and va va voom all describe the stereotype of a Latina woman. I thought it was ironic that although the commercial features a Latin women, she is not by any means over weight or should be worried about “the number” of a size of jeans. The whole focus is less on the size but how it feels which is a straight forward idea, yet continues to focus around Latin women. The actress in the commercial again has dark wavy hair and wearing the typical fiery color red. The reading “Images” definitely catches the readers attention with the opening scenario of how stereotypes are used in marketing strategies. A bold point is made on page 89, how stereotypes are troublesome and reflect social hierarchies in daily life. These stereotypes are the norm and nothing has truly been done to stop them. As we saw and discussed in class, the Walmart layaway commercial was extremely offensive to Latino/a’s. These stereotyped ads have not necessarily been challenged. Walmart has a significant amount of Hispanic/Latino customers and therefore the company would suffer without their business. This ad is something that people need to stand up against and take action for. The article Images reinforces my point: “The dominant racial and ethnic hierarchies at play in the U.S. society thus remain unchallenged. They hinge on the existence of a normative white world, where difference is contained and marked so as never to disturbed this world. Untouched as well are the existing ethinic/racial hierarchies among and across Latina subgroups”(124).

    It is also interesting to see how an example of a milk ad is targeted for the Hispanic market. “While the general market ad revolves around comic scenes of milk scarcity, prompted by “Got milk?” the Hispanic campaign features a grandmother cooking traditional milk-based desserts with a caption that reads: “Have you given your loved ones enough milk today?” (page 98). Again, this demonstrates the huge emphasis for family and compassion towards relationships with them. Just as we saw the commercial in class for the Technical School made such a difference to their lives, the white mans response was much difference from the Hispanic father who had a big family and was focused on being able to support them and spend time with them.

    • carolynluby says:

      I think it is interesting how you have evaluated these ads- many companies seem to think that they are producing culturally tolerant or “feel good” ads per say but the reality is that they are often perpetuating many stereotypes that do not feel good to many. The Technical School commercial is a great example of this, it strives to create a feel good message by playing up the latino/a family stereotype. Similarly the special K commercial and the ads that were similar do this- it seems to be saying that size does not matter, but it is at the same time emphasizing that shape and sexyness does for latinas by saying size sassy and va va voom top. These commercials are seemingly advocating for equality and likeness- but are doing so by highlighting stereotypes and misconceptions of difference? Just some food for thought.

      • It is true that how producers takes it to far by putting a lof of stereotype in the ads or commercial that shows how Latinas are and to show it by using their sexuality even if it is a ice cream commercial. And the whole thing about the jeans, it says that Latinas have a sassy personality and women should be like her. It is strange how this commercials can make other people buy their product even though it hurts their race like we talk in class about how our parents didn’t notice the stereotype in the commercial but us first generation of Americans are hurt by the commercial, it is strange how different we are from our parents.

      • Katie Blake says:

        I agree that the advertising agencies producing the ads intended for them to be “feel good”, but it’s sad to see that the only way they seem to think they will be effective is if they try to create a commercial that Latinas can “relate” to. It’s ridiculous to say that all Latinas want to be “sassy” or have the “va va voom” effect, because to say that is to say that all Latinas have the same personality, which is simply not true. Every person has their own personality and the fact that advertising agencies are trying to be “positive” by lumping a large group of women into the same category is wrong. You would think that since they spend millions producing these ads they would do more research.

  2. stephaniegiannoutsos says:

    First off, I really enjoyed this presentation and all of the examples of that were shown of commercials were great examples of what we were discussing. One thing I found interesting while doing the reading that relates to the commercials that we watched is about the idea of a unified identity of being “Latina” or “Hispanic.”(p. 91) The United States has somehow socially constructed this single category that lumps thousands of people from all different nationalities, cultures, and traditions together into this one form.

    The article discusses how advertisers work really hard trying to create ads and sell products to this general population, however it’s very difficult to create an ad or a product that all Latinos or Hispanics will want to buy or agree with because of the pure diversity amongst this group. However, due to this lumping of such a vast variety of people, the advertisements we see end up being very stereotypical because its hard for ads to show any type of diversity since they are trying to appeal to the group as a whole.

    • carolynluby says:

      One of the main principles of feminist studies is that women are not a monolithic group
      (as patriarchy tries to make it seem) – we all have unique identities that vary based on our membership to other groups such as race, class, sexuality, ethnicity, age, etc; as well as our individual histories and personalities. The idea is that every woman is unique, and to see women as a homogeneous group is to ignore the very differences that make us who we are. Latinas experience this homogeneous stigma two fold- they are often lumped in with women where their differences are ignored (such as in many white feminist discourses of the past) and they are also lumped into the group of latinos- another group that is mistakenly seen by many as being monolithic as Stephanie discusses above. as she describes it “The United States has somehow socially constructed this single category that lumps thousands of people from all different nationalities, cultures, and traditions together into this one form.” This country has done this throughout history and clearly continues to do it- but I am hopeful that more and more the United States will come to recognize the differences that lie within this group. Just as second wave feminism realized that the women they were fighting for were so different, and as such they began to use difference as a central focus for advocating the rights of ALL women; I hope that mainstream views of latinas will come to use difference similarly. Latina activists stress difference between latinas, and just as second wave feminism brought difference into popular discourse about women I hope to see the work latina activists are doing bring a focus on difference that changes our popular discourses and how we as a nation view latinas. Both movements are still fighting for this emphasis on difference- and the work is far from done- but I truly believe diversity needs to be the new lens that is used to view both women and latinas as a misconceived homogeneous group.

    • Kiara Morales says:

      You brought up a great point, I definitely found it very interesting how the article discussed the idea of the unified perception of being hispanic and how advertisers try to target the hispanic as a whole, when there are so many different types of hispanic out there that it is so difficult to “target” what it is to be a certain type of hispanic. The presentation was very impressionable for me because it made me think about how one sided marketing can be, and how I don’t often think about the ads effect on me before I buy the product.

    • alexandriagarry says:

      This is a very insightful look at the marketing industry. One of the issues with wanting to appeal to the masses is that everyone feels like they are lumped together, getting rid of their diversity makes them all blend into the same thing and then they cannot connect.

      I am still struggling with whether it is better to diversify everything and make it clear that everyone is different and should be shown in their cultural environment or would it be more beneficial to simply having people who look different all act the same? In the media is seems we either white wash everyone, or we make their ethnicity such an issue that they envelope the stereotypes that we are trying to detract.

  3. Stacey Pecor says:

    For my Organizational Communication class, I am doing research/presentation on selling a product to the target audience: Hispanic Women. It cross covers in to this class and the topics we have covered. I came across this article in my research called “A Waste of Time”: Hispanic Women attitudes toward physical activity, and it definitely held the stereotypes for a woman. First, the title suggests a laziness for Hispanic Women. It was interesting to see though how growing up in a male dominant culture, women are not pushed to do the outdoor physical activities and were encouraged to help inside because it was “more safe” for women. The women thought that Hispanic culture placed less interest or emphasis on women’s physical activity.
    Some of the major themes were how family was the number one priority and “family was first, no time for myself”. I thought it was interesting how family responsibilities restrains time for physical activities but others may view it as career constraints. There is always some other factor and responsibilities we put before our own physical health. There was even a mention in the article how Caucasian women tend to think of themselves first and I have to disagree on it.
    There was a section about the need for family support and “Although the women had adequate family support in their daily lives, they did not have any family support for their physical activity”. This is where I think health and physical fitness should be mentioned in elementary school and the emphasis on family should come in to play. Even activities so simple such as going for a walk after dinner time with the family is a great way to spend time with each other as well as exercise.
    Although this article doesn’t directly relate to the presentation, I thought I should post this under this category.Overall I thought this article was really interesting to see these women’s responses.Check out the article here:
    http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2967448/

    • Katie Blake says:

      In response to the article you posted, I thought the following quote related to my presentation, especially in relation to the ITT Tech commercials:

      “women had ethnic-specific reasons for not being active: Whites reported being too tired or self-conscious; African Americans reported lacking a safe place to exercise or walk; and Hispanics reported a lack of time and being too tired. Berg et al. (2002) reported that, while Anglo-Americans valued individual outcomes and spoke of personal factors promoting or preventing exercise, Mexican Americans viewed physical activity as prescriptive, important for restoring health, and cited family responsibilities and family attitudes as factors that promoted or prevented them from exercising.”

      Just as in the ITT commercials, this revolves around the idea that Latinos value family and collective desires more than Caucasians. While I agree that family is very important for all races, I wouldn’t go so far to say that family is the major motivation for all Hispanics. Likewise, I think it’s crazy to say that White women are more interested in personal outcomes than their family’s best interest. Again, every person is different, regardless of race, and each person has their own driving motivations.

  4. carolynluby says:

    One thing that I want to bring to the table in the discussion of advertising that was not touched upon too much is the theme of violence against women in advertisement. We have been talking a lot about how sex sells and how stereotypes are used in advertising- but I would like to also highlight how violence, and specifically violence against women, is used in advertising and is a cause of advertising. We have spoken a lot about how women, and Latinas specifically, are sexualized and objectified consistently in advertising. They become sex objects, and then use that status to sell an object (one that is often sexually charged). This proves dangerous to women for many reasons- but one that we have not discussed much is how this makes women and Latinas prone to increased violence. As Jean Kilborne says in her article “Two Ways a Woman Can Get Hurt: Advertising and Violence”, “Turning a human being into an object is the first step towards justifying violence. It is easy to abuse a thing, but it is harder to abuse an equal.” The objectification of women, and Latinas, can lead to very real violence against them. Advertising creates a picture of women as being objects, therefore being less than human, which creates disconnect and distance that can lead to the justification of violence against them(even subconsciously). Latinas are at heightened risk of this violence because of how they are sexualized- they are shown as temptresses either overtly or temptresses in disguise- women that are sexy, insatiable, and seductive in nature. This view of Latina women creates expectations of sex and behavior- expectations that if not met can create serious violence and danger for Latinas. Violence against women is a huge problem, and the U.S has the highest rates of sexual assault and rape among any industrialized nation. Belonging to at least two oppressed groups (gender oppression and racial oppression), Latinas experience a compounded and intensified effect of violence that can come from so many sources that range from media and advertising to the state; to more personal violence that they experience at the hands of intimate partners. Recently I encountered an article in Latina magazine about 6 Latina celebrities who survived domestic violence. This article states, “One in four women are victims of domestic violence at some point in their lives, with 20 percent of women in Hispanic households suffering from partner violence.” This is a very real and chilling statistic- and this is my question: How do you feel advertising and media play a role in creating, and even justifying, violence against women and violence against Latinas? How do they contribute to a climate and culture in which violence against women and Latinas is committed so frequently and so frequently by men who claim to love them? Here I have put the links to Kilborne’s article as well as to the article from Latina magazine. I strongly urge everyone to read the Latina’s article- it discusses 6 very brave Latina women who took a stand against the domestic violence they were experiencing and got out- and who serve as great role models and sources of inspiration for any woman or Latina who may be experiencing something similar.

    Jean Kilbourne “Two Ways A Woman Can Get Hurt, Sex and Advertising”
    http://blogs.bgsu.edu/ethanj1120/files/2012/02/Kilbourne_Jean_Two_Ways___.pdf

    Latina Celebrities Who Survived Domestic Violence and Abuse
    http://www.latina.com/lifestyle/love/strong-latina-celebrities-who-overcame-domestic-violence-abuse

    • You take a very interesting angle on this subject. Women are definitely objectified in commercials and therefore more prone to violence. I believe our society is too concentrated on the short-term and should focus more on the long-term. The producers of these advertisements are more concerned with the money to be made than the damage they are causing in our culture.

  5. Kiara Morales says:

    One of the most compelling passages in the Dávila, Arlene, “Images: Producing Culture for the Market” text was the description of the universal “hispanic look” that is portrayed in the media. The “generic hispanic look” is one that we are quite familiar with because we can name many celebrities who fit this description, the text goes on to name the physical qualities that casting directors look for: straight hair, olive skin, just enough to make them ambiguous (pg. 111). I thought this was very interesting as it brought to mind the conversation we had in class about the model in the Special K commercial. She was very thin and very beautiful, but was meant to be selling us cereal, that was meant to promote a healthy lifestyle, while wearing pant sizes often associated with being a latina, “Sassy”, or “Va Va Voom” yet she was almost an unobtainable weight.

    Also, the presentation talked about the lack of roles offered to many latinas due to the stereotypes, which often leave them with minuscule roles. In an article I read on a Guanabee, it explored the different types of stereotypes offered in mainstream media of latinas, either being loud and completely sexualized, or the polar opposite, very quiet and virginal. (http://barbara.guanabee.com/2011/03/four-enduring-latina-stereotypes-media/). Due to those two extremes the roles of the latina leave very little space for the roles to have much artistic freedom. The slides statistics on the NY Film Festival are very striking, and hopefully one day they will change.

    • Ernie Abreu says:

      You make a good point about the lack of roles offered to many latinas due to the stereotypes. Many Latinas with the talent required are not given a chance because they do not fit the stereotypes. Like we have learned in class, many latinas do not follow those stereotypes and have become famous. Not every latina has the “hispanic look” which in my opinion, is a horrible rubric to judge a latina.

    • Lucia Parisi says:

      I agree with you when you say that there is “little space for the roles to have much artistic freedom.” This is the definitely the Media’s fault. Ads use Hispanic women to portray negative stereotypes. As a result, women’s self esteem can be affected and prevent them from exploring different career paths.

    • sorlyz says:

      In response to the Latino NY Film Festival Statistics, it is unfortunate that gardeners in movies are commonly Latinos. I felt that maybe the names were a bit irrelevant to it but it can be argued that having the name Jose is stereotypical. I do not want to be the one to cause a stir, but Jose is a popular Latino name. But something does have to change about the high numbers of Latinos playing gardeners and maids in movies. Latinos are capable of doing big things and having CEO positions. It’s just unfortunate that not many producers seem to think so.

      • Kelvin Li says:

        I just think that it was very funny how they showed the statistics. It might be offensive to some people but they were trying to laugh at it. I find it ironic how they showed a broom and a rake to portray the bar chart. It is crazy because most of the time Latinas and Latinos are betrayed as maids and gardeners. For example, Jennifer Lopez in “Maid in Manhattan” where she is a single mother and she tries to provide for her son. It is also about hard work and dedication. It always show how Latin people work hard to get what they want. It is negative that they are portrayed as maids and gardeners. But it’s positive by the fact that they do it for their family. There is a reason for them to take these low wage jobs because they are the only ones that give them the opportunity and job.

  6. Yining He says:

    I thought the Ford advertisement mentioned in the reading was very interesting. I felt like it was a good representation of latinas, and it managed to deal with the problems surrounding the various stereotypes of latinas, namely that of latinas being sexualized and secondly of them being linked to strong family values (as opposed to the individualism prized in American society.)

    The advertisement featured a young woman (her image is taken from the reading) who is presented as attractive, but not hypersexualized. Nothing in her clothing, facial expression, make-up or pose seems to suggest a sexual image. However, she definitely can be seen to be attractive and feminized, just kind of in a normal and matter-of-fact way, without trying to scream for attention or place the female figure in the male gaze.

    Secondly, it also featured the woman as linked to family values, but not overtly and simply so. She has kids yes, but being a mother is not the only thing she is. She has a personality, and interests. She likes hamburgers and a luxury Ford car. I feel like this is a simple but effective way of combating stereotypes and appealing to a universal sense of humanity, instead of advertising that sticks to stereotypical images to take the easy way out.

    I think once you provide the figure with a sense of humanity, of normality, of something beyond just being a latina woman, or a woman, and adding to the fact that she has favorites, or basically has a life outside being a representation, it’s something to be praised and emulated.

    Perhaps this is one of the ways we can overturn the stereotypes embedded in our advertising culture.

  7. Ernie Abreu says:

    I feel that the advertisement industry is portraying an inaccurate image of latinas in general. The ideal latina or the “hispanic look” is nothing that we haven’t discussed in class. Exotic, slim, curvy, are all adjectives of what a latina should look like or that is what the industry wants their consumers to believe. What about those other Latinas that do not fit the stereotypes? “Hispanic advertising agencies must not only reconcile the multiple diversities among Latinas while showing deference and evoking positive identifications in their visual representations, but also tackle the problem that such representations may trigger particularized types of identifications” (p. 91).

    The advertising agencies are not concern about the misleading image they portray to their audience. The misrepresentation of the rest of the latinas that do not fit the “hispanic look” is ever increasing because of these agencies. Instead of reinforcing these stereotypes, they should evoke positive identification by showing a broader image of Latinas. In class we learned that Latinas comes in many different colors, shapes, sizes… How can only one type of Latinas be advertised in the media while the major population of Latinas cannot relate to this image?

    • morgan radin says:

      I agree with you that obviously the advertisement agencies are not concerned with “the misleading image they portray to their audience.” I would like to push this idea a little farther. What do you think it would take for ad agencies to care? Would this need to stem from a government policy change? Do you think that there should be a greater legal regulation on ad agencies messages? And how does this relate to Latinas specifically?

    • Ernie, I agree with your point when you say that these advertising agencies are misrepresenting Latinas as a whole. Just because some Latinas may value family strongly, or look slim and sexy does not mean that all Latinas are this way. In the end, I believe this is just about money and these agencies are very ignorant.

      • Kelvin Li says:

        I do think that companies use the same techniques to sell their product. Red dress, red lipstick, lust, feisty. Things that are commonly stereotyped for Latin women. I don’t think they generally want to target the Latin community. I think they target everyone in general because Latin women do give off that exotic look. It’s because they are different and they are very sexualized. I find it funny how they don’t do the same for white women. They don’t seem as sexualized as Latinas. I don’t even remember any of those commercials either. I remember more of the ones that had a Latina in it. But that’s the point, companies want to grab the audience’s attention. How do they do that? They have to sexualized Latinas, they have to wear red because it pops out at you. At the end of the day, it’s all about how you get people to buy your product. Sex sells, and being exotic is another plus too.

  8. I found that the most interesting part of this article was how Nicorette gum used to stop smoking was marketed differently towards the “general” market and “Hispanic” market. It explains that the general market is advised to use this gum and stop smoking for personal reasons such as individual achievement and health reasons. On the other hand, the Hispanic market was told to stop to spare their friends and families. The explanation for this is that these advertisement firms see Hispanics as being most influenced by their families.

    This ties into our class discussion because of how prominent it has become that Hispanic stereotypes are used to market a product towards them. It isn’t only in Nicorette ads that this occurs. As this group portrayed in their powerpoint presentation, other corporations such as AT&T, Sears, and McDonald’s all also use stereotypes to create their commercials and other advertisements.

    • Yamile Hernandez says:

      Isn’t it interesting that in media the favorite colors of Latina characters to be in are red & black? It goes as far back as to the bronze age when Latinas were cast as the “vamp”, or symbol of temptation. We see it with jennifer lopez ads, Selenas coke ad, eva longora, salma hayek and sofia vergara—either black or red dress or both with the smokey eye make-up LOL Stereotypes are still being used today in marketing and advertising. One of the quotes that caught my eye from the beginning of the article was the statement “Stereotypes are troublesome, not only because the order and simplify information by reducing complexities, but in doing so, reflect & engender social heirachy’s”. These stereotypes still portray Latino/as as the “other” of society—whether they are shown in comedy, satire, or as “cultural” they still attempt to differentiate Latinos and Dominant White culture.
      If Latinas are not being portrayed as the Sexy vixen, then they are bound to playing traditional roles–homemaker, cultural, traditional, maid etc. Even though we have made progress in recent years, these stereotypes are still portrayed in our media. The only way we can break away from this cycle is to acknowledge the this “Hispanic Market” is more complex and diverse—the industry needs to acknowledge that the market/target audience is changing. Now, especially we have a large generation of latino/a americans–all from different backgrounds, with different values, traditions and goals. Latinos cannot be generealized—we are entirely too diverse.

    • Skylar Smith says:

      You make a great point on how they market to the two different groups. It shows the generalizations that Hispanics are most influence by their families. After the whole semester, it is important to notice these stereotypes and generalizations but more importantly to look right through them. it is important to understand what the stereotypes are so we do not get consumed by them, like a lot of consumers do.

  9. Mariah Monroe says:

    I would like to say that I am surprised there is a seperate Nicorette ad for the Hispanic market, unfortunately I can not. When Advertisers take the time to create ads that target whole groups of people, they are further driving the point that people are different. Why couldn’t Nicorette use one commercial for all? It would have saved them advertising money to say the least.

    Similarly, why did the the ‘Got Milk’ ad feel the need to create such a stigma driven commercial featuring a Hispanic grandmother cooking traditional milk-based desserts with a caption reading: “Have you given your loved ones enough milk today?” (p. 98)? Commercials like this one, made to target the Hispanic community, are based off of the preconceived ideas and opinions of people who know nothing about Hispanic culture. By creating such ads, they are adding fuel to the fire and making the gap between Hispanics and “main-steam America” that much larger.

    I hope one day, I live in a world that does not believe in ‘racial-profiling’ to reach a target group.

  10. Kelvin Li says:

    Companies continue to stress the idea of family for Latin people in the commercials. Although it is negative to always portray them as this. I feel that its great and positive. I think they target people of any ethnic background. They use this as a stepping stone of what people should strive for. Family is a huge part whether they like it or not. Most ethnicity don’t really have a good home. You see Italian families are close knit. Spanish families are close as well as Asians. But never white families. Is it because they admire families of Latin descent? I feel like they show Latin families in advertisement because they want Americans to do the same thing. I feel like Americans take everything for granted and they don’t work hard. They always try to take shortcuts in life.

    For Latin families, they constantly go through a struggle because they can’t take any chances. It’s a life or death situation. If they don’t take this job, they might not get another one and they won’t be able to provide for their family. I think minorities in general work hard to succeed because they aren’t provided with a lot of opportunities. My parents in general have to work hard and suffer to make sure I go to school. They work crappy hours with horrible pay to get me where I have to go. I think families have the mentality that they want to do good. I think we want to be better because we are living the “American Dream”. People do take things for granted, they can use their assets to get ahead. But why do we have to stoop so low to achieve it? The advertisement with Rich shows that he went back to school and work hard so he can get a better job. There’s no shortcuts, he can’t sleep with someone to get ahead. I think companies advertise Latin families to show the struggle that they go through because many people go through the same thing. So it’s more of raising an awareness rather than looking at the negativity of stereotypes.

    • Skylar Smith says:

      Family is always a concept that companies continue to target, for everyone in general. It is unfortunate that the idea of “family” and large families, etc., are already associated with Latinas because commercials tend to over emphasize this, making the image of Latinas look bad. I completely disagree with the fact that you said “Americans take everything for granted and they don’t work hard.” This statement is a very blind statement and very naive. To compare that statement with how Latin families constantly go through struggles, while Americans do not is very ignorant. Every family, every person goes through struggles and hardships throughout their lives, although they may be different struggles. I wish the “American Dream” was a real concept so that I could in fact look up to it. In reality everyone goes through struggles, no matter the ethnicity but it is certain stereotypes that are associated with certain groups of people. We have to look past the stereotypes and assess people without them.

  11. Lindsey Honig says:

    A second trend I have noticed in advertising involving Latinas surrounds the topic of body image. This area of study is extremely interesting to me because my group’s semester topic is about TV advertising, and in another media class I am writing a paper about body image effects on television viewers in general. At first, it seems that Latinas have a more positive outlook on their bodies. Ads aimed at that audience are fed thoughts like “va va voom” is sexy, or that “real women have curves.” This superficial level of comprehension seems healthier than the thin ideal that white women are subject to. However, on a deeper level, this is still an objectification of women. Latinas are still being told that their body should look and be a certain way. Just as full-figured Caucasian women feel pressure to lose weight, thinner Latinas (or flacas) feel a similar obligation to fight to get those curves. For either body type, this is unrealistic, because everyone’s personal healthy weight and figure varies from person to person.

    To change gears a little, another advertising technique that I wasn’t really aware of before is that lower priced products are heavily targeted to the Latino community. This may have been due, in part, to the fact that I don’t watch television channels aimed at a Latino audience, such as Telemundo or Univision. I think what bothers me most about such advertisements are when they are so blatantly pandering. For example, the Walmart layaway commercial we saw in class established the Latina woman in line as a second-class citizen. In reality, however, I have learned (in another media class) that about 62% of the United States is comprised of working class people. It is unfair to subject a racial minority to one area of consumerism and to make the assumption that they don’t want or are unable to afford anything that isn’t on sale or isn’t a mass-produced, low quality item or service.

  12. Skylar Smith says:

    After discussing Latinas and advertising and reading this chapter, it is clear that advertising companies use stereotypes to help sell their products. In “Images: Producing Culture for the Market,” Dávila discussed something that I found very, very interesting. “When Hispanic media and advertising staff express interest in transforming this Latin look, they encounter major obstacles in overcoming the dominant image of the light-skinned Hispanic.” We have identified “whiteness” and whitewashing in advertising but I still do not find why it is difficult to transform that look.
    The article continues to discuss how “Latina Magazine” was trying to cope with problem by using celebrities on the covers, light-skinned and dark-skinned. But it took the magazine two years to inclue a Afro-hispanic on the cover (which received much criticism for also making her look “exotic”). It is somewhat relieving to hear that staff were concerned with the “whiteness” but it is not at all relieving to see nothing done about it. When Latina Magazine said they were coping with it and it took two years to feature a Afro-hispanic on the cover, I start to wonder whether or not they really are trying to add diversity of if they are just saying they will

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