This paper is a review of the literature on advertising aimed at Mexican-Americans: Demographics, print media and TV, spending power, stereotypes, self-image, portrayals in ads, acculturation, appeals and tactics.
Written in 1991; 5,625 words; 26 sources; $ 135.95
From the Paper:
"Under the general rubric of advertising in the United States there is an increasing concern about marketing toward certain cultural and attitudinal subgroups. One of the most visible and growing groups that advertisers have become aware of has been the Mexican-American, or Hispanic, market.
This research will consist of a review of the literature on the subject of the Hispanic market. It will be comprised of a five-part study that will identify the Hispanic market through demographic analysis, review the manner in which advertisers have portrayed Hispanics, and look into the tactics that advertisers use in order to market to that intrinsic market.
The purpose of the paper itself is to show that contemporary American corporations have become increasingly cognizant of the ... "
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