2. Got milk?
Salma Hayek frantically searches for milk in heels and a dress
Obviously the commercial was meant to be dramatic, but did the
advertising company choose a Latina to make it more dramatic?
Would it be less effective/funny if the actress was of a different
race?
http://www.youtube.com/watch?v=CG_75wKdpfo
https://www.youtube.com/watch?v=Dmbz8LpQry0
Do you notice any differences with how the two mothers are
shown?
3. “Size Sassy”
Special K:
https://www.youtube.com/watch?v=ab26zHZiPRM
Different Sizes Shown:
Size Va Va Voom
Size Ooh La La
Size Confident
Size Radiant
Size Sassy
Is this meant to target Latinas “body image”?
Focus Less on the size and more on how it “feels”
What is the correlation between size “sassy” & the way
Latinas attitudes are represented?
4. How much has really changed?
Selena Coca-Cola commercial in 1988
http://www.youtube.com/watch?v=Tj0WZFIeytY
What do you notice?
Attractive Latina celebrity
Voluminous hair
Red lips
Red outfit
Dramatic
Upbeat
Dancing
Sexy theme
5. How much has really changed? (contd.)
Eva Longoria L'Oreal Commercial 2012:
https://www.youtube.com/watch?v=Auu9h-vxEM4
Are Latinas still depicted the same way in advertising?
Attractive Latina celebrity
Red dress
Drama
Bed of roses
Sexy theme
6. From the reading…
“In accordance with the view that Hispanics may have lower
incomes but larger families, companies like Proctor & Gamble,
AT&T, Sears, & McDonalds, and producers of packaged foods &
family oriented basic products have historically targeted this
market, rather than companies supplying luxury or status
products (credit cards, computers, luxury cars)….” (Images)
“…motivated by family & collective, not individual, needs &
desires.” (Images)
Types of ads are commonly lower end products, not luxury
For example, many high-calorie, low-nutrient foods are primarily
targeted to black and Latino neighborhoods more than white
neighborhoods. Source: adage.com
Wal-Mart:
https://www.youtube.com/watch?v=Y_4IvDe6WVo
7. Family
ITT Tech
Rich Rodriguez http://www.youtube.com/watch?v=6TuyNg_xCwc
VS
Blair Schumann
http://www.youtube.com/watch?v=zgL7Nih4IcE
What differences do you notice between the attitudes of
Rich & Blair?
8. Family
ITT Tech:
Rich is motivated by the collective needs of his family
Blair discusses his individual ambitions for success to improve
himself
9. Family
Orbit Gum:
https://www.youtube.com/watch?v=Xs-iQY3O4xo
Multiple generations in same house
Patriarchal household where new boyfriend has to seek the
father’s approval
10. Family
Jimmy John’s Gourmet Sandwiches:
https://www.youtube.com/watch?v=MTB-QT7IaeM
How is this family portrayed?
Is it clear which Hispanic ethnicity they are trying to represent?
11. NY Latino Film Festival Ads
“Hoping to reach New York City Urbanites between the ages of 25
and 45 the 2012 HBO New York International Latino Film Festival
(NYILFF) with the pro bono help of Wing, a marketing
communications agency, launched a print and television ad
campaign aimed at broadening the appeal of the NYILFF, running
August 13-19, 2012 in New York City.”
14. NY Latino Film Festival Ads
How do these ads, coming directly from a Latino
organization, differ from those coming from primarily
Caucasian advertising companies?
Do you find these ads offensive?
If these ads were produced by an advertising agency
would they be considered offensive?
15. NY Latino Film Festival Ads
http://latimesblogs.latimes.com/movies/2011/08/new-york-latino-
film-festival-ad-campaign-movie-stereotypes.html
http://25.media.tumblr.com/tumblr_lpdutnO9Us1qbvblfo1_500.jpg
16. To conclude..
How would YOU like to see Latinas in
advertisements?
Do you see any other issues with the depiction of
Latinas in advertisement?
Questions/comments/concerns?
Editor's Notes
V:-Why is she searching for milk in a sexy black dress, with her hair and make up perfectly done? If she was white, she would be more conservative, khakis, button down shirt?Is that supposed to be for the “sex” appeal? She is playing the role of a “mother” traditional, Hispanic family values?
K
V:--Lighter Skinned Latina is the more marketable one, black Latinas are rarely used to represent the classic “Latina” community - White washed
K-Emphasizingthe word Drama
V:Why are they trying to target lower end products to a large population base, 50 million Hispanics spend 1.2 trillion dollars on consumer goods.-Do we see a lot of Latinas/Latinos endorsing higher end products unless they are a celebrity? Female celebrities endorsing luxury cards (like Sofia Vergara endorsing Cadillac, Jennifer Lopez and Fiat, etc.) Do you see any issues with the fact that a Hispanic women is the one being targeted for using “layaway” -The entire layaway line is Latinas (vamos muchachas)Are they trying to say that this is the group that uses it or needs it the most? Product she is trying to buy: flat screen, and a ferby , keurig
K:
K:
V:-Fatherasks Tommy why he loves his daughterResponse is “ her hot curvy you know what”, “her body is tight” “mucho junko in the trunko” Reinforcing the curvy, voluptuous stereotype associated with Latinas body Multiple generations, extended family members possibly, siblings
K-Father comes home from workPatriarchy-Mother is at home taking care of the kids and the family-At the end, when they are all cleaned up, wife is wearing a red dress with red lipstick and her hair has volume (typical Latina look) -Trying to represent Spanish cultureMariachi music, large family , kids running around screaming and making a mess Are white families ever depicted in this way with the kids making a huge mess and running wild? -- Wife winks at the delivery guy at the end and husband looks at her suspiciouslyHinting at an affair or the fact that Latin women are flirtatious -
K
K
K
K
VLatinas aren’t in commercials, and if they are they’re either a target audience or celebrities
