- More about Essay on Hispanic Marketing in Latinos INC by Arlene Davila
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- Latinos, Inc. by Arlene Dávila - Paperback - University of California Press
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More about Essay on Hispanic Marketing in Latinos INC by Arlene Davila
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University for the Creative Arts. University of Warwick Library. University of York Libraries. It is with this mind that Arlene Davila attempts to dissect the complex world of Hispanic marketing and advertising. In Latinos, Inc.
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The overall theme that is key to understanding Davila's research and conclusions is the notion that there is a gap between perception and reality, and between those who receive the images and those who create them. This chasm is what Davila explores throughout the book; we are constantly reminded that the perceptions and images of Latinos that dominate the marketing industry are far from reality.
Businesses and corporations are eager to find and exploit new markets through whatever means necessary. To find a new, undiscovered, or underdeveloped market is thought to be key to an organization's success. As the Latino population began to grow and become more affluent than ever, the attractiveness of the market was undeniable. Latinos occupy a different niche than what marketers deem to be 'middle America,' the average white consumer.
Because they seem to have different culture, mores, and traditions marketers find it easy to use these differences to sell products.
The problem is, who determines what Latino 'culture' is? This is where Davila comes in. In this well-written piece, Davila flexes her in-depth knowledge of the industry as she answers questions of ethnicity and authenticity with the astute eye of an anthropologist. Many of the people who make the decisions with regard to Latino advertising are either not Latino or prone to make sweeping generalizations about all Latinos based on their own experiences. What we learn, however, is that Latinos are a very diverse group with varying skin shades, dialects, and origins whose 'culture' cannot be neatly packaged by the advertising industry.
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Davila begins with a description of how the Hispanic advertising industry came to be. Here we learn that the original Latino advertisers came from a very select group and were networked by a dizzying array of connections. Central to their influence, however, were Spanish television networks that served a two-fold purpose: to prime a Latino market and serve as an entry point for these advertising professionals.
Latinos, Inc: The Marketing and Making of a People
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Describe the connection issue. SearchWorks Catalog Stanford Libraries. Latinos, Inc.
About De Gruyter
Edition Updated ed. Imprint Berkeley, Calif. Physical description xxxvii, p.
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Latinos, Inc. by Arlene Dávila - Paperback - University of California Press
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