STC 350: MultiCultural Advertising: Chapter 1`
STC 350: MultiCultural Advertising: Chapter 1` STC 350
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This 3 page Class Notes was uploaded by Natalie Land on Monday August 29, 2016. The Class Notes belongs to STC 350 at University of Miami taught by Wanhsiu Tsai in Fall 2016. Since its upload, it has received 48 views. For similar materials see STC 350 International and Intercultural Advertising in Journalism and Mass Communications at University of Miami.
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Date Created: 08/29/16
August 21, 2016 Multicultural Advertising: Class Notes Chapter 1 • USA-‐ country of immigrants o Major waves of immigration o Since colonial times immigrants were mainly from European countries § 1930s 13 percent were foreign born § different between race and ethnicity • you can be Hispanic but black is an ethnicity • and Hispanic is a race § America is • Very foreign country of immigrants • British came to the US • The very first peoples came from Alaska • Asia: ice bridge-‐ the very first people • Immigrants: British and the French and the Spanish and the eastern European immigrants o Looking for religious freedom, economic opportunities, Irish people because of famine in Ireland o Christian protestants § Eighty five percent of immigrants whether British or irish, were all from one continent, Europe, but speaking different language, how did they all get along? • Learn the most common language at the time: English • Recent wave of immigrants, 1970 o Still some percentage from south America a huge wave o 1820s: Europe plus Oceana plus north and south America o 1920s: Europe o America’s multicultural language § not so much assimilation rather doing their own thing § its more bicultural now § melting pots • bunch of people from different culture come together and mix to create a new culture • its not carrots and tomatoes and lettuce its just stew § salad bowls • today it’s a salad bowl • all different cultures it’s a mixture but still individuality • you be as American as you want to or don’t want to • you don’t lose your self • every taste in the salad bowl is different • how important is ethnicity when who we are coexists in products marketed to us? o 24 percent Caucasian think ethnicity means something when they are marketed to o while fifty percent of Latinos for products believe health and beauty products should be personalized o things to consider before deciding who to target as a minority group § not most products appeal to everyone • different kinds of toothpaste • you cant get everyone into your consumer market • segmented marketing o defined consumer groups o sustainability: large enough segment to warrant a special marketing mix o identifiability: segments have to be indefifiable and measurable and how many are there § tricky not everyone wants to be identified o responsiveness: if segment doesn’t respond to mix differently so no separation treatment o August 29, 2016 • American culture o How do we describe American culture? § American culture: individualism, patriotic, made of different cultures § American cuisine: think burger fries but not necessarily § The California roll is not Japanese was invented in California § Assimilation: we all become American § Acculturation: be as much American as we want to be but you chose what you want § Multicultural: emotionally connect beyond just language: something across cultures • Oreos o Mainstream: open the cookie and eat inside and also a parent with child o More targeted: they used grandparents and showed how to dip in milk because the target multicultural market most live with their extended families • Evolution of Ethnic media o Limited to print media originally but now especially Hispanic marketing you have tv, radio, show, o History of ethnic media is different • Multiculturalism or tokenism o Advertisements: what roles are the Caucasian/ blacks depicted in advertisements o Tokenism: show one or more diverse models somewhere in an ad to show you understand culture sensitivity but you really don’t care § The person that’s different is far away, simply there, a little blurred o When is stereotype okay? § Stereotypes are sometimes taken to offense because they are personal § They are advertisers shortcuts quick and effective to know the product: conveys information quickly §
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