Latinos, Inc.: The Marketing and Making of a People
Both Hollywood and corporate America are taking note of the marketing power of the growing Latino population in the United States. And as salsa takes over both the dance floor and the condiment shelf, the influence of Latin culture is gaining momentum in American society as a whole. Yet the increasing visibility of Latinos in mainstream culture has not been accompanied by a similar level of economic parity or political enfranchisement. In this important, original, and entertaining book, Arlene Dávila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos.
Dávila finds that Latinos' increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers. In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.
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adver advertising industry affluent African Americans Anglo Asian Americans audience authentic bilingual Bravo Group campaigns Caribbean citizenship commercial Conill contemporary context corporate clients creative Cuban discourse discussion dominant English English-dominant ethnic marketing focus group global hierarchies hip-hop Hispanic advertising agencies Hispanic agencies Hispanic consumer Hispanic media Hispanic population ican identity images immigrants industry’s involved issues keting language Lati Latin American Latinidad Latino culture Latinos mainstream marketing industry media market merengue Mexican Mexico Miami minority multicultural nationwide panic marketing participants particular people’s percent political present processes programming Puerto Rican race racial representation representative segments shows soap operas social Spanglish Spanish TV Spanish-dominant Spanish-language specific stereotypes strategies subgroups sumers target Telemundo Televisa television tion traditional transnational trend tural TV networks U.S. Hispanic market U.S. Latinas U.S. market U.S. society United Univision Univision’s York City