Race and Ethnicity in Marketing and Advertising

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“Not surprisingly, it  is white Spanish-language actors who are succeeding in Spanish language television, like Levy and the highly successful Sofia Vergara, who are also more likely to cross over into general market media. There they are quickly racially marked as “Latinos” by their hyper-accented English, their voluptuous bodies, and the characters they play who are reminiscent of their hyper-sexual spicy señoritas and Latin lovers of the pas. Those differences seem more palatable and entertaining to mainstream audiences than the commonplace inclusion of less “marketable” and markedly Latino/a  actors and characters. Unfortunately, such actors are largely excluded from the opportunities Spanish language TV facilitates for the likes of Levy and Vergara” (Davila p. xxvii).

-Adriana Martinez

 

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One thought on “Race and Ethnicity in Marketing and Advertising

  1. This is something I see every night and can understand clearly. My mom and aunt watch telenovelas every night and something that I have noticed throughout the years is that it is the white Spanish-language actors who are successful. Not only that but the lighter skin actors tend to have the main role and play the innocent person of the story. The few darker skin actors I’ve seen tend to play the poor, maids, drivers and mostly likely also the villain role in the show.

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