Latinas in Advertisement Part II

By Katie Blake & Violetta Orlowski

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?

“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?

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

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

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

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?

Family

ITT Tech:

Rich is motivated by the collective needs of his family

Blair discusses his individual ambitions for success to improve himself

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

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?

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.”

NY Latino Film Festival Ad

NY Latino Film Festival Ad

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?

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

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?