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Latina’s in Advertisement

Latina’s in Advertisement . By: Carolyn Luby & Veronica Perez. Thoughts?. Today, how are L atina women represented in Advertisement? What do they do? What are they like? What do they want? Stereotypes?. Sexualization of Latina’s . Videos: Burger King Commercial: Sofia Vergara

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Latina’s in Advertisement

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  1. Latina’s in Advertisement By: Carolyn Luby & Veronica Perez

  2. Thoughts? • Today, how are Latina women represented in Advertisement? • What do they do? • What are they like? • What do they want? • Stereotypes?

  3. Sexualization of Latina’s Videos: • Burger King Commercial: Sofia Vergara • http://www.youtube.com/watch?v=y4CEr1RwKMk&NR=1&feature=endscreen • Diet Pepsi Commercial: Sofia Vergara • http://www.youtube.com/watch?NR=1&v=DBPsU1D7Gx4&feature=endscreen

  4. Sexualization of Latina’s cont. • Sex in advertisement promotes disconnect and distance between women of the dream world which is advertising and real life Latina women. • Exploitation of female body and sexuality • Some of them even show pornographic characteristics.

  5. Pornographic tendencies Women are seen as being put on display Video: • Magnum Mystica: Eva Longoria • http://www.youtube.com/watch?v=nh2hNHE9EFE

  6. Pornographic Tendencies cont. • The Magnum Pun • Not only is Longoria being put on display in an erotic or pornographic sense, but the invocation of the Mayan culture adds an exotic element as well as puts the Mayan culture on display. • Cultural Voyerism: Putting someone’s culture on display and creating a stereotype of it.

  7. Pornographic Tendencies Cont. Video: • Teleflora: Adrianna Lima • http://www.youtube.com/watch?v=uWrJgFjxlS0 • Myth of dream world • Women vs. the real world • Unreal expectations • Women seen as a vending machine • There seems to be a disconnect because when men see these women there is an unrealistic and unmet expectation that is not really satisfied.

  8. Racial Stereotypes • “Finally a cold Latina”: Cinco De Mayo 2004 • The message: Latinas are “muy hot” and overly sexual. The result: “We’d rather drink Corona” • Billboard ended up being taken down

  9. Racial Stereotypes Cont. • Summer’s Eve “Empowerment Campaign” • “Hail to the V” • Feminine Care & Hygiene product • https://www.youtube.com/watch?v=52GcTFvIqTU&feature=related • Accent • Lipstick • Reference to having kids (Family)

  10. Racial Stereotypes Cont. • Kleenex “Get Mommed Campaign” • Featured 8 different ethnic mothers to “nurse you back to health” • Got pulled and impossible to find videos now

  11. Racial Stereotypes Cont. • Video: • “Get Mommed” football • http://vimeo.com/8086218 • What she’s wearing • Her accent • “I grew up in an extended family of aunt’s, uncles, cousins, grandmas you name it” • “She loves to make salsa and is confused by American traditions”

  12. Sofia Vergara than vs. now • 1stCovergirl commercial: Sofia Vergara • http://www.youtube.com/watch?v=r2x3scuwRpY&feature=related • 2ndCovergirl commercial: Sofia Vergara and Ellen • http://www.youtube.com/watch?v=5ra7iX-hWbw

  13. Final Thoughts… • Why do you think companies are creating these advertisements? • What is wrong with what they are doing? • Do you believe that they are creating ad’s like this on purpose? • Does it really help the careers of the people portrayed in them?

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