The document discusses issues with advertising directed towards the Hispanic community in Las Vegas. It notes that Hispanic advertising often relies on stereotypes and lacks cultural understanding of the diverse Hispanic populations in Las Vegas. Advertisers frequently assume Hispanic audiences are all the same and emphasize only Mexican culture. Producers prioritize business needs over quality and representation. While some in the advertising industry feel things have improved, many Hispanic residents believe current ads are low quality, stereotypical, vulgar, and disrespectful of their languages and cultures. There is a call for more research, culturally competent Hispanic staff, and respect for the buying power and diversity of Hispanic audiences.
This document discusses Hennessy's strategy to market to Hispanic millennials in the United States. It analyzes the competitive landscape for liquor, beer, and wine with Hispanic consumers. Hennessy's target segment is identified as Hispanic millennials aged 21-36 who are bilingual, bicultural, and open to new experiences. The positioning focuses on Hennessy being consumed neat or on the rocks without mixing. A bilingual marketing campaign called "Best of Both Worlds" will promote Hennessy as representing sophistication and Hispanic culture. The effectiveness will be evaluated based on website engagement metrics and social media mentions over time.
Food Service Growth in the Hispanic Millennial MarketMercury Mambo
U.S. Hispanics make up 21% of the total millennial market, and this sector is growing at a disproportionate rate.
Within the Quick Serve Restaurant (QSR) industry, this consumer segment represents an even greater opportunity.
This presentation serves to highlight this opportunity for QSR marketers. Mercury Mambo is committed to helping you identify the most valuable opportunities to activate your brand among Hispanics in your trading area.
Música & Mercado (Music & Market) Media kit | ChineseMúsica & Mercado
Música & Mercado is a media company that connects international brands with Spanish and Portuguese speaking buyers in the music industry. It publishes content across various platforms including web, print, and social media. The company's audience includes decision makers, influencers, and consumers in the pro audio, lighting, LED, and musical instruments industries in Latin America and the US Hispanic market. Música & Mercado offers various advertising packages and products to help companies promote their brands and make connections with potential customers in the Spanish and Portuguese speaking markets.
Mathias has had a long and varied career in advertising, starting as a traffic runner and working his way up to creative director. He is proud of his career accomplishments but finds his greatest joy in his role as a father. Now retired, he teaches advertising at UNLV and continues writing screenplays in hopes of winning an Oscar someday.
The document discusses some of the positive changes that have resulted from the financial crisis and recession. Specifically, it outlines increased financial transparency, awareness, and a focus on family, health, needs over wants, and going green to save money. People are spending more time with family, cooking at home, giving up expensive habits like smoking, learning to bargain, and recycling to reduce costs during challenging economic times.
This document discusses Hennessy's strategy to market to Hispanic millennials in the United States. It analyzes the competitive landscape for liquor, beer, and wine with Hispanic consumers. Hennessy's target segment is identified as Hispanic millennials aged 21-36 who are bilingual, bicultural, and open to new experiences. The positioning focuses on Hennessy being consumed neat or on the rocks without mixing. A bilingual marketing campaign called "Best of Both Worlds" will promote Hennessy as representing sophistication and Hispanic culture. The effectiveness will be evaluated based on website engagement metrics and social media mentions over time.
Food Service Growth in the Hispanic Millennial MarketMercury Mambo
U.S. Hispanics make up 21% of the total millennial market, and this sector is growing at a disproportionate rate.
Within the Quick Serve Restaurant (QSR) industry, this consumer segment represents an even greater opportunity.
This presentation serves to highlight this opportunity for QSR marketers. Mercury Mambo is committed to helping you identify the most valuable opportunities to activate your brand among Hispanics in your trading area.
Música & Mercado (Music & Market) Media kit | ChineseMúsica & Mercado
Música & Mercado is a media company that connects international brands with Spanish and Portuguese speaking buyers in the music industry. It publishes content across various platforms including web, print, and social media. The company's audience includes decision makers, influencers, and consumers in the pro audio, lighting, LED, and musical instruments industries in Latin America and the US Hispanic market. Música & Mercado offers various advertising packages and products to help companies promote their brands and make connections with potential customers in the Spanish and Portuguese speaking markets.
Mathias has had a long and varied career in advertising, starting as a traffic runner and working his way up to creative director. He is proud of his career accomplishments but finds his greatest joy in his role as a father. Now retired, he teaches advertising at UNLV and continues writing screenplays in hopes of winning an Oscar someday.
The document discusses some of the positive changes that have resulted from the financial crisis and recession. Specifically, it outlines increased financial transparency, awareness, and a focus on family, health, needs over wants, and going green to save money. People are spending more time with family, cooking at home, giving up expensive habits like smoking, learning to bargain, and recycling to reduce costs during challenging economic times.
Spanish-Language papers face hurdles in finding right nicheKelly Shermach
Spanish-language newspapers face challenges in establishing a niche and achieving long-term success due to the closure of several major papers, but growth is still expected in this market. Experts note that papers need to carefully define their target audience and community to build credibility and attract consistent advertisers. While the Hispanic population and potential for Spanish-language print is expanding, the industry is still maturing and the future success of these newspapers remains uncertain.
Hispanics set the pace in business ownership _ The San Diego Union-TribuneDavid Salazar
The number of Hispanic-owned businesses in the United States grew 43% between 1997 and 2002, outpacing the growth rate of the overall Hispanic population. In San Diego County, the number of Hispanic-controlled businesses grew 17% during this period. The article profiles David Salazar, a Colombian-American entrepreneur who co-founded a $2 million marketing research firm in San Diego focused on the Hispanic marketplace. While most Hispanic-owned businesses are small, one-person operations, they contribute significantly to the economy through sales and job growth. Access to financing and education are cited as challenges facing Hispanic entrepreneurs.
The document discusses the growing Hispanic population and market in the United States. Some key points include:
- The Hispanic population in the US grew 46% in the last decade and makes up over 50 million people.
- Hispanics have a buying power of $1.3 trillion in 2013 that is growing rapidly.
- Areas outside traditional Hispanic population centers like Miami are seeing the fastest growth, such as Charlotte, NC.
- Reaching the Hispanic market requires investing in research, developing culturally relevant products and services, and establishing a bilingual customer service infrastructure.
The Exploding Hispanic Market (Diving into the Hispanic Swimming Pool)Steven Permuy
Multicultural marketing best practice for targeting the US Hispanic market. (This article was expanded and republished for Outerwear Magazine under the byline: 'The exploding Hispanic market'.)
Reaching the Multicultural Consumer for Brookshire Grocery CompanyIvette Zavarce
Brookshire Grocery Company implemented a comprehensive multicultural marketing strategy across its
Brookshire's and Super 1 Foods stores that involved departments working together towards a common goal.
Research informed product assortments, signage, and community events tailored to local Hispanic and African
American populations. This approach helped increase company sales by almost 30% in three years.
This document describes an online marketing company focused on reaching the Hispanic market in the US and internationally. The company has an experienced team and offers a full range of digital marketing solutions like display advertising, direct response, email marketing, search engine optimization and media buying. It has a network of premium and long tail Hispanic websites across multiple categories like automotive, business, and lifestyle. The company uses advanced targeting capabilities to effectively reach Hispanic youth and other key demographics. It provides access to many quality Hispanic publishers and claims to make the large and growing Hispanic market accessible for advertisers.
The document provides information about marketing to English-speaking Hispanic consumers in the United States. It notes that 83% of Latinos use English as their primary language and targets the middle-class "upscale" Hispanic demographic, which has an annual household income of $50,000-$99,999. It recommends developing brand awareness and loyalty within the top Hispanic markets, especially Los Angeles, through grassroots marketing, advertising, and community relationship building.
This document discusses demographics of Hispanic consumers in the cosmetic industry. It notes that Hispanics make up 17% of the US population currently and are projected to increase to 29% by 2060. Their growing population and diversity has helped raise sales in the cosmetic industry, with Hispanics accounting for 16% of hair care sales, 14% of fragrance sales, and 13% of cosmetic sales. The multiple Hispanic subcultures, including Spaniards, Puerto Ricans, Mexicans, Cubans and Central/South Americans, represent an important demographic for cosmetic companies to consider as statistics are constantly changing.
Leo Manzano, a 2012 Olympic medalist, tweeted celebrating his victory for both the USA and Mexico, reflecting his dual cultural identity. Some saw this as disloyal to the US, while others saw it as pride in his heritage.
Procter & Gamble understands the Hispanic-American consumer market better than most. They have a long history of Spanish-language advertising and promoting diversity. During the 2012 Olympics, P&G effectively targeted Hispanic-Americans with family-centered ads that highlighted Latino athletes and made this group feel represented and part of both their community and country.
Understanding cultural diversity and mirroring the identities of the target consumer group is key to effectively marketing to Hispanic-Americans. The
The document discusses how marketers should approach reaching the Hispanic population in the United States. While Spanish was once the dominant language among U.S. Hispanics, immigration has slowed and more Hispanics are being born in the U.S., causing the prominence of Spanish to slowly recede. However, U.S. born Hispanics still have a strong cultural legacy that affects their worldview. Simply translating ads to Spanish or targeting Hispanics with general "mainstream" ads does not work. To connect with Hispanic consumers, marketers must understand how cultural values around family, social interactions, and the tension between Hispanic and American culture shape their perspectives. Failing to consider a consumer's cultural heritage can be as
Uni-Fox Commercial Advertising to the Hispanic-American Market vs. The American Market
The student analyzed commercials on Univision (Spanish-language TV network) and Fox to compare Hispanic-American and American advertising. She found Univision commercials featured more family and group settings, reflecting Latino culture, while Fox commercials used more individualistic and humorous approaches. Voiceovers were common in Hispanic ads to minimize costs, compromising quality. Overall, Hispanic ads emphasized social structures like family more than humor to appeal to clients seeking distinct concepts from general market agencies.
Roberto Gomez, SVP of MOSAIC agency, argues that multi-cultural marketers are often the best because they rely heavily on data to understand diverse audiences with limited resources. He critiques Pepsi's commercial paying homage to Black Lives Matter protests as tone deaf and not representative of true commitment to communities. Gomez stresses that commitment means long-term, in-person engagement with community leaders on issues they support. He provides examples of how he successfully helped clients like Aaron Brothers furniture authentically reach diverse audiences through culturally relevant marketing strategies that demonstrated real commitment.
This SlideShares discusses how to correctly market to Hispanics in the US. In this first section there's information about demographics, statistics and a market overview. This part can help marketers become more informed about this growing demographic.
Exellence in US Hispanic Communications - A Master Thesis by Marcelo HarfuchMarcelo Harfuch
This document summarizes research on communications with Hispanic audiences in the United States. It finds that the Hispanic population has grown significantly and will continue growing, making Hispanics an important demographic. However, communications with Hispanics often fail because they do not respect Hispanic culture, language preferences, and values. Effective Hispanic communications require understanding acculturation levels, tailoring messages to Hispanic subgroups, and using emotional and culturally relevant messaging in Spanish to connect with audiences at a heart level.
What is Hispanic Heritage Month? How can Members and their staff observe HHM? The Hispanic Leadership Network highlights 5 ways to engage Hispanics this HHM.
Marketing to Hispanic shoppers is rapidly changing. This deck outlines key trends for reaching the Hispanic shopper on mobile and social, as well as key demographic insights.
The document discusses the growing Hispanic population in the United States based on Census data and projections. It notes that Hispanics are the fastest growing demographic segment and will drive significant growth and influence over the coming decades. The document advises marketers to understand key facts about the Hispanic population, such as their youthfulness and openness to new technologies, in order to better connect with Hispanic consumers and translate their potential into effective marketing strategies. It emphasizes starting to engage the Hispanic audience now rather than waiting for the 2010 Census results.
The final part of Target Marketing: Hispanics in the US. In this section there's information about best practices, marketing to Hispanic Millennials and women. There's also information about growth sectors and trends that will impact how companies market to Hispanics.
This document provides information about WWDT Telemundo Ft. Myers station, including that it is a ZGS Communications owned station serving the Fort Myers-Naples market. It discusses the station's programming focused on serving the local Hispanic community through TV shows, events, and its holaciudad digital portal. The station aims to be the top media partner for advertisers wanting to reach the rapidly growing Hispanic population in Southwest Florida.
MediExcel Health Plan offers ACA compliant health benefits with physicians located in Mexico to provide quality care at a lower cost, solving the healthcare cost problem. Interested parties should contact MediExcel at sales@mediexcel.com or (619) 421-1659 for more information or visit www.mediexcel.com.
This document promotes the MediExcel Health Plan, a cross-border health insurance option that can reduce costs compared to traditional US carriers. MediExcel is licensed and compliant in CA, satisfies the employer mandate, and costs 1/3 of typical US carriers while providing coverage through healthcare facilities in Tijuana and Mexicali as well as 16 urgent care locations in San Diego County. Interested employers can contact MediExcel for a free quote.
Spanish-Language papers face hurdles in finding right nicheKelly Shermach
Spanish-language newspapers face challenges in establishing a niche and achieving long-term success due to the closure of several major papers, but growth is still expected in this market. Experts note that papers need to carefully define their target audience and community to build credibility and attract consistent advertisers. While the Hispanic population and potential for Spanish-language print is expanding, the industry is still maturing and the future success of these newspapers remains uncertain.
Hispanics set the pace in business ownership _ The San Diego Union-TribuneDavid Salazar
The number of Hispanic-owned businesses in the United States grew 43% between 1997 and 2002, outpacing the growth rate of the overall Hispanic population. In San Diego County, the number of Hispanic-controlled businesses grew 17% during this period. The article profiles David Salazar, a Colombian-American entrepreneur who co-founded a $2 million marketing research firm in San Diego focused on the Hispanic marketplace. While most Hispanic-owned businesses are small, one-person operations, they contribute significantly to the economy through sales and job growth. Access to financing and education are cited as challenges facing Hispanic entrepreneurs.
The document discusses the growing Hispanic population and market in the United States. Some key points include:
- The Hispanic population in the US grew 46% in the last decade and makes up over 50 million people.
- Hispanics have a buying power of $1.3 trillion in 2013 that is growing rapidly.
- Areas outside traditional Hispanic population centers like Miami are seeing the fastest growth, such as Charlotte, NC.
- Reaching the Hispanic market requires investing in research, developing culturally relevant products and services, and establishing a bilingual customer service infrastructure.
The Exploding Hispanic Market (Diving into the Hispanic Swimming Pool)Steven Permuy
Multicultural marketing best practice for targeting the US Hispanic market. (This article was expanded and republished for Outerwear Magazine under the byline: 'The exploding Hispanic market'.)
Reaching the Multicultural Consumer for Brookshire Grocery CompanyIvette Zavarce
Brookshire Grocery Company implemented a comprehensive multicultural marketing strategy across its
Brookshire's and Super 1 Foods stores that involved departments working together towards a common goal.
Research informed product assortments, signage, and community events tailored to local Hispanic and African
American populations. This approach helped increase company sales by almost 30% in three years.
This document describes an online marketing company focused on reaching the Hispanic market in the US and internationally. The company has an experienced team and offers a full range of digital marketing solutions like display advertising, direct response, email marketing, search engine optimization and media buying. It has a network of premium and long tail Hispanic websites across multiple categories like automotive, business, and lifestyle. The company uses advanced targeting capabilities to effectively reach Hispanic youth and other key demographics. It provides access to many quality Hispanic publishers and claims to make the large and growing Hispanic market accessible for advertisers.
The document provides information about marketing to English-speaking Hispanic consumers in the United States. It notes that 83% of Latinos use English as their primary language and targets the middle-class "upscale" Hispanic demographic, which has an annual household income of $50,000-$99,999. It recommends developing brand awareness and loyalty within the top Hispanic markets, especially Los Angeles, through grassroots marketing, advertising, and community relationship building.
This document discusses demographics of Hispanic consumers in the cosmetic industry. It notes that Hispanics make up 17% of the US population currently and are projected to increase to 29% by 2060. Their growing population and diversity has helped raise sales in the cosmetic industry, with Hispanics accounting for 16% of hair care sales, 14% of fragrance sales, and 13% of cosmetic sales. The multiple Hispanic subcultures, including Spaniards, Puerto Ricans, Mexicans, Cubans and Central/South Americans, represent an important demographic for cosmetic companies to consider as statistics are constantly changing.
Leo Manzano, a 2012 Olympic medalist, tweeted celebrating his victory for both the USA and Mexico, reflecting his dual cultural identity. Some saw this as disloyal to the US, while others saw it as pride in his heritage.
Procter & Gamble understands the Hispanic-American consumer market better than most. They have a long history of Spanish-language advertising and promoting diversity. During the 2012 Olympics, P&G effectively targeted Hispanic-Americans with family-centered ads that highlighted Latino athletes and made this group feel represented and part of both their community and country.
Understanding cultural diversity and mirroring the identities of the target consumer group is key to effectively marketing to Hispanic-Americans. The
The document discusses how marketers should approach reaching the Hispanic population in the United States. While Spanish was once the dominant language among U.S. Hispanics, immigration has slowed and more Hispanics are being born in the U.S., causing the prominence of Spanish to slowly recede. However, U.S. born Hispanics still have a strong cultural legacy that affects their worldview. Simply translating ads to Spanish or targeting Hispanics with general "mainstream" ads does not work. To connect with Hispanic consumers, marketers must understand how cultural values around family, social interactions, and the tension between Hispanic and American culture shape their perspectives. Failing to consider a consumer's cultural heritage can be as
Uni-Fox Commercial Advertising to the Hispanic-American Market vs. The American Market
The student analyzed commercials on Univision (Spanish-language TV network) and Fox to compare Hispanic-American and American advertising. She found Univision commercials featured more family and group settings, reflecting Latino culture, while Fox commercials used more individualistic and humorous approaches. Voiceovers were common in Hispanic ads to minimize costs, compromising quality. Overall, Hispanic ads emphasized social structures like family more than humor to appeal to clients seeking distinct concepts from general market agencies.
Roberto Gomez, SVP of MOSAIC agency, argues that multi-cultural marketers are often the best because they rely heavily on data to understand diverse audiences with limited resources. He critiques Pepsi's commercial paying homage to Black Lives Matter protests as tone deaf and not representative of true commitment to communities. Gomez stresses that commitment means long-term, in-person engagement with community leaders on issues they support. He provides examples of how he successfully helped clients like Aaron Brothers furniture authentically reach diverse audiences through culturally relevant marketing strategies that demonstrated real commitment.
This SlideShares discusses how to correctly market to Hispanics in the US. In this first section there's information about demographics, statistics and a market overview. This part can help marketers become more informed about this growing demographic.
Exellence in US Hispanic Communications - A Master Thesis by Marcelo HarfuchMarcelo Harfuch
This document summarizes research on communications with Hispanic audiences in the United States. It finds that the Hispanic population has grown significantly and will continue growing, making Hispanics an important demographic. However, communications with Hispanics often fail because they do not respect Hispanic culture, language preferences, and values. Effective Hispanic communications require understanding acculturation levels, tailoring messages to Hispanic subgroups, and using emotional and culturally relevant messaging in Spanish to connect with audiences at a heart level.
What is Hispanic Heritage Month? How can Members and their staff observe HHM? The Hispanic Leadership Network highlights 5 ways to engage Hispanics this HHM.
Marketing to Hispanic shoppers is rapidly changing. This deck outlines key trends for reaching the Hispanic shopper on mobile and social, as well as key demographic insights.
The document discusses the growing Hispanic population in the United States based on Census data and projections. It notes that Hispanics are the fastest growing demographic segment and will drive significant growth and influence over the coming decades. The document advises marketers to understand key facts about the Hispanic population, such as their youthfulness and openness to new technologies, in order to better connect with Hispanic consumers and translate their potential into effective marketing strategies. It emphasizes starting to engage the Hispanic audience now rather than waiting for the 2010 Census results.
The final part of Target Marketing: Hispanics in the US. In this section there's information about best practices, marketing to Hispanic Millennials and women. There's also information about growth sectors and trends that will impact how companies market to Hispanics.
This document provides information about WWDT Telemundo Ft. Myers station, including that it is a ZGS Communications owned station serving the Fort Myers-Naples market. It discusses the station's programming focused on serving the local Hispanic community through TV shows, events, and its holaciudad digital portal. The station aims to be the top media partner for advertisers wanting to reach the rapidly growing Hispanic population in Southwest Florida.
MediExcel Health Plan offers ACA compliant health benefits with physicians located in Mexico to provide quality care at a lower cost, solving the healthcare cost problem. Interested parties should contact MediExcel at sales@mediexcel.com or (619) 421-1659 for more information or visit www.mediexcel.com.
This document promotes the MediExcel Health Plan, a cross-border health insurance option that can reduce costs compared to traditional US carriers. MediExcel is licensed and compliant in CA, satisfies the employer mandate, and costs 1/3 of typical US carriers while providing coverage through healthcare facilities in Tijuana and Mexicali as well as 16 urgent care locations in San Diego County. Interested employers can contact MediExcel for a free quote.
1) La Maestra's Chronic Disease Program provides diabetes education and access to medications for over 2,100 patients and has helped over 13,000 patients complete health and nutrition courses.
2) La Maestra's community garden educates families on growing nutritious food for self-sufficiency while improving child nutrition and excess produce is donated or sold.
3) La Maestra provides tips on healthy eating during the holidays and their food pantry serves 400-500 low-income families each week with nutritious staples and produce.
Este documento discute los desafíos de traducir términos relacionados con los planes de retiro 401(k) al español. Explica que muchos de estos términos son inventados y no tienen un equivalente directo en español. También señala que hay poca información disponible en español sobre los 401(k) y que las traducciones existentes a menudo son deficientes. El autor tuvo que elegir sus propios términos de traducción para un artículo sobre las razones para no pedir préstamos de un 401(k
The Western Pension & Benefits Council San Diego Chapter is hosting a Membership Appreciation Night on June 6, 2014 where members can attend a San Diego Padres baseball game for $50 per ticket. The ticket includes entrance to the Wells Fargo Suite which will provide food and drinks throughout the game. There are only 26 tickets available on a first come, first served basis for chapter members, and reservations will only be confirmed once payment is received. Members can mail payment to the chapter administrator by the deadline to reserve their spot.
The American Heart Association is dedicated to promoting cardiovascular health through prevention and raising awareness of heart disease and stroke, the leading causes of death and disability in the US. Donations help Americans live longer, healthier lives and support the AHA's mission.
Save the Children is the leading organization creating lasting change for children in need globally. For over 75 years, it has helped children survive and recover from crises through improving health, education, and economic opportunities.
City National Bank's Reading is The Way Up program is committed to improving access to books and literacy. It renovates libraries, provides books, grants, and volunteer reading to help children discover the joy of reading and a lifelong love of books.
El documento habla sobre la importancia de mantener limpios los canales de desagüe y el Lago Mead. Explica que el agua de la lluvia y de riego fluye a través de las coladeras y drenajes hacia estos cuerpos de agua. Recomienda no tirar basura en la calle o drenajes porque la basura contamina el agua. Sugiere llamar a los números provistos para obtener más información sobre el desecho adecuado de basura dañina para el medio ambiente.
Nuestros cuerpos necesitan agua todos los días para mantenerse sanos y fuertes. Además de beber agua, también la ingerimos a través de los alimentos, como tomates, pepinos, carne, papas, naranjas, manzanas y pan, los cuales contienen diferentes cantidades de agua. Un experimento donde se exponen mitades de estos alimentos al aire y otras en bolsas de plástico muestra cómo cambian luego de unos días, indicando la pérdida de agua.
1. Lack of quality in Advertisements for the
Hispanic Community in Las Vegas
BY NIDYA RIVERA
COS 250
A family watches one of the two
Spanish networks in the Las
Vegas valley while eating dinner
community well, “ said Horacio
Valdez, membership coordinator
for the Latin Chamber of
Commerce. “Sometimes all it
does is re-emphasize false
stereotypes.”
Vegas valley while eating dinner
on a typical afternoon. As their
show comes to a break, a
commercial for La Bonita Meat
Market appears.
An animated butcher carrying a
l tti k if h i
“Quality is sacrificed in the
process because there isn't
enough time to produce a quality
piece for a local account when
your department is saturated with
local accounts in need of
production and a station in need
of local business.”
Over the past decade, Las Vegas
has been growing at a rate of 86.5
percent. The Hispanic population
alone has grown by 22 percent.
“It’s amazing that in a city with
such a large Hispanic market,
advertisers still assume that we
are all the same,” said Mike
Johnson, president of L.A.E.
Advertising Agency. “We may all
large cutting knife chases a pig
running and squealing across the
screen. The accordion theme
song for the meat market plays in
the background as the announcer
rapidly yells the sales of the
week
g y p g g y y
speak Spanish, but our cultures
are very diverse.”
week.
For the producers, this is just
another one of their many
creations for the Hispanic
audience in Las Vegas. For the
family, it is one of the many
t t i l i l th
With a buying power of more
than $3.5 billion, and the
highest rate of small business
ownership, many of the valley’s
Hispanic residents question the
advertising methods of the
mass communication medium.
“Advertisings for Hispanics in
Las Vegas does not represent our
The Hispanic population in
Southern Nevada is divided into
four main nationalities; 67
percent Mexican, 6 percent
Cuban, 4 percent Puerto Rican
and 23 percent of other Spanish
speaking nationalities.
stereotypical commercials they
have to deal with while watching
the channel.
“Advertising directed towards
the Hispanic market is not taken
seriously,” said Xochitl Sandoval,
news director for Univision-
KINC 15. “It’s done in poor
quality and with much disregard
to our market, which is
dramatically underestimated.”
“Our station works with local
clients in the production of their
commercials because they can’t
afford bigger production
agencies,” Sandoval said.
Advertisement for Hospital uses sex to sell services.
2. Hispanic advertising from page 1
PAGE 2 LACK OF QUALITY IN ADVERTISEMENTS FOR THE HISPANIC COMMUNITY IN LAS VEGAS
Because of the relevant division
among nationalities, many
residents are concerned that
advertisers seem to ignore the
existence of 21 Latin countries,
and only emphasize México and
corporations have recognized that
‘Spanish’ is not a format, but a
language.”
“The recognition that they have
to produce ‘Banda’ or ‘Tejano’
specific theme advertisements
agree on the quality of the current
advertisements, each feel that by
having advertising agencies
managed and created by Hispanics
for the Hispanic population, an
improvement could be made.
its citizens.
Some feel that the reason why
they are misrepresented is
because Hispanic communication
media lacks Hispanics in
management positions who live
specific theme advertisements
shows their willingness to
change,” she said.
A majority of the Hispanic
population concludes that the
advertisements that exist today
t t i l d ti
The battle between those who
create advertisements and those
who receive advertisements comes
down to one thing, money.
g p
and understand the cultures.
“I would like to see the lawyers
who think they can speak Spanish
go back to school,” said Valdez.
“They need to respect our
language and our culture
are stereotypical, and sometimes
vulgar and insulting.
Quality depends on time and
availilability. Time and availability
depend on money.
language and our culture.
Advertising agencies need to hire
well educated Spanish speakers
who are raised within the Spanish
speaking cultures and who are
capable of obtaining upper
management positions.”
“The scripts for both television
and radio commercials are
ridiculous,” said Pamela Rivera, a
recent high school graduate.
“Actors speak with strong accents
that are hard to understand and
insulting because it is as if they
are assuming that we lack an
education and are incapable of
obtaining one.”
To target the right audience, the
target audience must first be found
by doing research. Research
companies such as Scarborough
not only require time, but are
rather expensive.
g p
Feelings are mixed regarding
the subject of misrepresentation
in Hispanic advertising.
As the Hispanic population
continues to increase and more
residents have the opportunity to
open businesses, the demand for
for advertisement production
will be even greater.
Those who work in the
communication medium feel
that the existing advertising
has improved in comparison to
what it was 10 years ago.
“Hispanic advertising has
changed tremendously over the
last decade,” said Bonnie Bartlett,
“If making us look like idiots
wasn’t enough, they assume that
by having half naked women
blabbing about services and
discounts, we are going to run to
their location and buy their
product or service,” Rivera said.
“If they really knew our culture,
they would understand that
portraying women as sex objects
isn’t smart for their business,” she
said. “After all, women are the
The more the demand is for
production, the less time will
be available to produce a
quality advertisement.
“Business owners are too much
into their businesses,” said Gabriel
Quioz, general manager of
Univision-KINC 15. “They don’t
care about the advertisements and
th thi k th t b th
, ,
marketing and promotions
director for Univision-KINC 15.
“For example, in Hispanic radio,
advertising agencies and
,
ones who run the household and
make the purchasing decisions in
the majority of Hispanic homes.”
Although neither the advertising
creators nor the audience seem to
they think that because they own
the business, they have the right to
do advertising as they see fit.”
Advertisers will continue to use
stereotypes and sex to produce
3. Hispanic advertising from page 2
LACK OF QUALITY IN ADVERTISEMENTS FOR THE HISPANIC COMMUNITY IN LAS VEGAS PAGE 3
low quality advertisements until
the Hispanic population realizes
their buying power and demands
respect and quality.
“You can’t tell the business
owners not to do a commercial aowners not to do a commercial a
certain way, because they still
want to do it,” said Quiroz.
“It’s like telling someone with
bad health not to eat fried foods
and them still wanting to eat
th ”them.”
“We are not their mothers,” he
said. “They need our production
capabilities and we need their
money.”
“We are here for business andWe are here for business and
nothing else.”
-
Advertisement uses sex and stereotyping to sell long distance telephoneyp g g p
cards for calls to Latin America and the Dominican Republic.