Portrayal of Hispanic Culture in Advertising.

Abstract

With the Hispanic population rising in the United States, advertisers' interest in this market is rapidly increasing, and advertisements depicting Hispanic models are becoming common. However, it is not known whether Hispanics view these models as similar to themselves, or whether they view the culture depicted in particular advertisements as accurate. Using General Motors' recent advertising campaign for Pontiac, in which young Hispanics are depicted as overtly sexual, this study tests whether Hispanics view themselves as similar to the models and what effect these perceptions have on their view of the product and the company.