Portrayal of Hispanic Culture in Advertising.
File(s)
Date
2009-01-13Author
Olson, Kristi
Pellegrino, Grace
Sprague, Kelly
Friedrich, Ashley
Advisor(s)
Fay, Martha J.
Metadata
Show full item recordAbstract
With the Hispanic population rising in the United States, advertisers' interest in this market is rapidly increasing, and advertisements depicting
Hispanic models are becoming common. However, it is not known whether Hispanics view these models as similar to themselves, or whether they view
the culture depicted in particular advertisements as accurate. Using General Motors' recent advertising campaign for Pontiac, in which young Hispanics are depicted as overtly sexual, this study tests whether Hispanics view themselves as similar to the models and what effect these perceptions have on their view of the product and the company.
Subject
Advertising--Psychological aspects
Hispanic Americans in mass media
Hispanic Americans--Ethnic identity
Advertising--Social aspects
Posters
Permanent Link
http://digital.library.wisc.edu/1793/31866Description
Color poster with text describing research conducted by Ashley Friedrich, Kristi Olson, Grace Pellegrino, and Kelly Sprague, advised by Martha J. Fay.