prls advertisement
TRANSCRIPT
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?