latinas in advertisement
TRANSCRIPT
Today, how are Latina women
represented in Advertisement?
› What do they do?
› What are they like?
› What do they want?
› Stereotypes?
Videos:
Burger King Commercial: Sofia Vergara
› http://www.youtube.com/watch?v=y4CEr1RwK
Mk&NR=1&feature=endscreen
Diet Pepsi Commercial: Sofia Vergara
› http://www.youtube.com/watch?NR=1&v=DBPs
U1D7Gx4&feature=endscreen
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.
Women are seen as being put on display
Video:
Magnum Mystica: Eva Longoria
› http://www.youtube.com/watch?v=nh2hNH
E9EFE
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.
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.
“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
Summer’s Eve “Empowerment
Campaign”
› “Hail to the V”
› Feminine Care & Hygiene product
https://www.youtube.com/watch?v=52
GcTFvIqTU&feature=related
› Accent
› Lipstick
› Reference to having kids (Family)
Kleenex “Get Mommed Campaign”
› Featured 8 different ethnic mothers to “nurse you back to health”
Got pulled and impossible to find videos now
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”
1stCovergirl commercial: Sofia Vergara
› http://www.youtube.com/watch?v=r2x3scu
wRpY&feature=related
2ndCovergirl commercial: Sofia Vergara
and Ellen
› http://www.youtube.com/watch?v=5ra7iX-
hWbw
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?