Latina’s in Advertisement

By: Carolyn Luby &Veronica Perez

Thoughts?

Today, how are Latina 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

› http://www.youtube.com/watch?v=y4CEr1RwKMk&NR=1&feature=endscreen

Diet Pepsi Commercial: Sofia Vergara› http://www.youtube.com/watch?NR=1&v=DBP

sU1D7Gx4&feature=endscreen

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.

Pornographic tendencies

Women are seen as being put on display

Video: Magnum Mystica: Eva Longoria

› http://www.youtube.com/watch?v=nh2hNHE9EFE

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.

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.

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

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)

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

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”

Sofia Vergara than vs. now

1st Covergirl commercial: Sofia Vergara› http://www.youtube.com/watch?v=r2x3scu

wRpY&feature=related 2nd Covergirl commercial: Sofia Vergara

and Ellen› http://www.youtube.com/watch?v=5ra7iX-h

Wbw

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?