Chapter 2 Detailed
Chapter 2 Detailed STC 350
Popular in STC 350 International and Intercultural Advertising
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Date Created: 09/29/16
Chapter 2: Hispanic Americans • 1980: 14.6 million Hispanics in the united states • 1990: 22.4 million in the US • 2000: they become the largest minority in the United States instead of African Americans • Today America is becoming more Hispanic; the browning of America o The Hispanics mostly come from Mexico and they are from immigrants but also from their being more births than deaths o They come mostly to south east of United States like North Carolina, Nevada and Alabama • We are becoming a Latino America o Jorge Ramos is from Univision the anchor man and he says they are integrating into America but they wont fully assimilate • They assimilate but in their own terms o They don’t assimilate to the Anglo Saxon English type thing but rather to the new multicultural America o They assimilate slowly • Today children of Hispanics proudly express their hispanidnes o It wasn’t always this way for example a girl named Paula the author was Mexican American and when she was little she grew up embarrassed of being Mexican, like when her mom would drive up in a Chevy with loud Spanish music she hated it, it took a while for her to self accept o Many of the second and third generation Hispanics during the 1980s and 1990s were told not to speak Spanish, many were punished for speaking Spanish at school, moms were told to only speak to them English so they wouldn’t have Spanish accents • Retro Acculturation: leaving your culture and then going back to it o search for culture identity or roots after having assimilated or lost them § most Hispanics, and jews go through this § in the last twenty years their may be very little Retro Acculturation because no culture to go back to • today Hispanics don’t lose their culture their taught to embrace them • but today third generation Hispanics are losing their Spanish however they aren’t becoming gringos • Hispanics are learning English, raising children as Hispanic americans and becoming and engaging in the political process • The new immigrants o Don’t bash on Hispanics whether they are illegal or not because this wont do good for you in the political sector nor the marketing sector but sometimes too much loving is not good either § IE: Bank of America was offering credit cards to illegals without social security people found out and called BOA an oxymoron also they boycotted a lot of BOA they were mad § MTV: sponsored forum and questions for Hispanics: MTVtres • Culture Clash o 2006: illegal immigration issue is heated and shows that the immigrants themselves have a lot of support in America but also have a lot of bad attitudes towards the US § love hate relationship o malinchismo: preference for things foreign o most Hispanics come for work, economic reasons and have a stable environment o gringos live to work, more materialistic, do things for themselves o Hispanics: work to live, do things for family, have family dinners, talk to their neighbors, most proud of their values, centrality of family, roles and respect of others especially elders, education for them is being polite well behaved and sensitive to the feelings of others § The Hispanic mother is sacred and nurturing, they sacrifice for their children, they think the natural is good and artificial and preservatives is unhealthy, pay cash for everything, sacrifice for the family, they don’t believe in nursing homes, the eldest treated with full respect • Hispanic Advertising Now o Peter roslow: study that showed that marketing to Hispanics should be in Spanish § Real challenge today is the younger generation • Its not a large outlet to reach to in English, Hispanics prefer speaking in Spanish • Today Spanglish is also good § Kravets says • Family, spirituality, interpersonal relationships, national origin are of importance in decision making for Hispanics • Today advertising Hispanic agencies are in midst of experimentation no established rules yet o
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