A great deal is made of advertisers targeting of young Latinos for beer products. The study done by Rodriguez and her co-authors suggests that there was a backlash against beer advertisers for specifically creating their messages for young, Spanish speaking Latino consumers. When you consider this article in relationship to the one titled "The Role of Ethnic Advertising Agencies," it seems to me that one role might be anticipating this kind of backlash. Would you agree or disagree that an advertising agency run by and for people of the same ethnicity could lead to a better outcome for mainstream advertisers?
Latino youth aren't alone in being a desirable market for advertisers. Young women represent the largest group of new smokers in the U.S. Do you see any similarities between the targeting of Latino consumers for beer sales and that of young college age women by tobacco companies?
The Latino teens surveyed said they enjoyed the English speaking beer commercials, but felt that the representation of Latinas in Spanish speaking beer commercials was inaccurate. I'm not sure if it was mentioned in the article or not, but I'm guessing the beer companies used mainstream advertisers. Maybe that's why their message didn't get across, or why their was a heavy backlash to the commercials. I think that ethnic advertising agencies can help to add insight into what's being sold. They can help provide a different point of view that is outside the mainstream.
ReplyDeleteAs far as women smokers, I'm not sure if there are similarities. I don't know of any major backlash to tobacco company ads, just the usual Truth commercials. I have noticed that in some entertainment magazines, the cigarette ads are very attractive looking. Their ads are sensual and classy. They got my attention, so whose to say they don't attract younger girls, like teenagers? That's when we're going to see backlash.
I know I said this in class last week but it seems like though it is nice to see other types of people (races, genders, cultures) represented in advertising but who knows if it is for genuine purposes? I think that it really seems like advertisers are just going after another market.
ReplyDeleteAlso, I believe, as we all know, that sex sells and recently latino people, both men and women have been portrayed as being as sexy. They have tan skin, they are usually thin and sexy or muscular and tall dark and handsome and so these people make good people for advertising.
I can't honestly blame advertisers for doing what they do. They are trying to sell a product, whether good or bad, and it has proved that people really want their products. I know more people who smoke cigarettes than don't. Unfortunately, I think in the cases of tobacco advertising and alcohol advertising these ads are no different than having a sexy 90lb lady eating your cheeseburger all sensually (Hardees.
The bottom line in all these cases is its just business, like we said before. Whether bad business or good business we can't blame them for using desirable people in their ads. Everyone does. If they used huge, ugly, fat,hungover people with bad skin, or showed pictures of lung cancer people probably wouldn't be as eager to buy but I would also bet if they did, it wouldn't stop very many people if anyone from drinking or smoking.
I would think that ethnic advertising agencies would be more perceptive than mainstream advertisers when designing ads that target the Latino market. In some cases, ethnic advertisers may have to take responsibility for the backlash created by mainstream advertisers and beer commercials targeting Latino youth. In this particular study, I'm not sure which advertisers were responsible for the commercials. I think that would be an important variable to include in another study.
ReplyDeleteTobacco companies have been targeting women as far back as the 1920's. An article I found said that in early ads, women were portrayed as admirers of men who smoked. Then, women were encouraged to reach for a cigarette instead of 'sweets'. I find it interesting that a lot of tobacco advertising towards women involves being thin. In the 60's, specific brands of cigarettes were created for women and cigarettes became a symbol of independence. Similar to the targeting of Latino markets for beer, tobacco companies view women and other minorities as penetrable markets that are vital to the growth of their companies.
The teens in the study reacted positively to the English beer commercials, but described the Spanish beer commercials as culturally inaccurate, especially when it came to Latinas. I can't help but wonder what types of people created these adervisements--they probably weren't Latino/a, and even these teenagers could see through that. This just seems to be another case of what we've talked about this entire semester--you can put the African American news anchor at the news desk, but there's still some old white man running the show. You can't expect someone who is unfamiliar with the culture to accurately create an advertisement directly aimed towards that particular culture.
ReplyDeleteI do think that if there were Latinos/as behind the scenes here, there wouldn't be such a "generic" point of view, or any point of view at all, for that matter, judging from the fact that the Latino/a community is so negatively effected by alcohol abuse. I think that this also plays a huge role in the outcome of the study. Many of these teens may experience alcohol abuse first-hand, and if that is the case, they probably want nothing to do with beer, no matter what language it is speaking.
Like most everyone has mentioned in class before, the bottom line is, these advertisers know how to play the game. They target people who obviously are more apt to use their product and run with it. Advertisers create this idea through their commercials that drinking and smoking makes you beautiful, happy, and instantly more popular...when you see these messages over and over and over, this idea is reienforced over and over and over. I think this is the backlash we should really be worried about....
Advertisers can target which ever groups they like. Ethnic advertising would probably be more effective when targeting a certain culture. If you are of a particular culture or ethnic group, then chances are you're going to know what people like you would be into. A white guy from Atlanta might not know what a Mexican guy from Alberquerque is into. They come from different places. Ethnic advertising would be perfect to target a culture as a whole, but the break down of the values and people within the culture may not be responsive to that kind of advertising. You can have to Mexican men from Alberquerque whose parents were immigrants, but they may have different religious beliefs, morals, and values. The "who" behind advertising may be the reason why the Latino community didn't respond to the advertising targeted at them. If you don't know much about your audience, how are you supposed to appropriately target them?
ReplyDeleteIt doesn't surprise me that Latino's dig English beer commercials. The commercials are often fun, and energetic. They illustrate the "good life." Think about any Corona commercial you've ever seen. The beer commercials have catchy slogans, characters, and music that is exciting. How many of us know the Budweiser "Real Men of Genious" song?
Look at this Bacardi Mojito commercial:
http://www.youtube.com/watch?v=O0rx1srLsh0
I feel like it includes everyone. Makes you want to have a drink doesn't it? I'm not one who notices "colors" in advertising. Typically, I'll find if an add is targeting a man or a woman.
https://www.millerchill.com/
ReplyDeleteDefault.aspx#/100-calorie
-light-beer
I went to the Miller Chill webpage, and it has a category you can click on called "Inspiration with a Latin vibe." So...if I'm latin I will want to continue this stereotype and be seen at parties and bars with this specific beer in my hand? I don't think so. This is completely demeaning and insulting to our society as a whole. Are we really this shallow? Apparently so.
Just because it somes from a Mexican recipe, (so the website states), it states it has a "Latin vibe."How does a beer have a "Latin vibe?" I'm curious. Can anyone answer this question for me?
I think that yes, an ad agency run by and for Latinos would probably produce more enticing ads for their target market because they're using first-hand experience to bring in their audience. They don't have to guess as to if their market is going to be attracted to the advertisement.
ReplyDeleteI agree with Lydia in that it's not a surprise that Latinos like american beer commercials. What's not to like? They try to embody the "american spirit" of living the good life and having fun. And maybe they like it because it's not trying to have a "Latin Vibe" like Megan said. Do Latinos want a beer toting the phrase "Inspiration with a Latin Vibe"? Do they think that's a stupid marketing ploy or do they even care?
According to the numbers in the article, ethnic advertising does not generate as much money as mainstream agencies. As time goes on, I believe that ethnic advertising will come close to diminishing.
ReplyDeleteThe problem is, in my opinion, minorities are becoming more and more mainstream in the things we eat, drink and the way we dress. It will be harder to target certain races in advertising because certain characteristics that were exclusive to one race is now being accepted by all.
For example, I've been doing some research on minority portrayals on prime time television. I came across research which showed that Latinos and Anglos overlap a lot on the kinds of shows they like to watch. That is why i wasn't surprised to read that the Latinos found English beer commercials more appealing and Spanish commercials stereotypical, because minorities are becoming more mainstream.
I can't tell if this is a good or bad trend in America, but we are transitioning from a society which discriminates based on race, to one that is class oriented. Soon advertising is going to target rich people or poorer people, no more race advertising.
The text/study points out that “the Spanish-language beer advertisements were the only ones that yielded more negative than positive responses.”
ReplyDeleteTheir negative reactions are probably quite complex. I think it has to do with portrayals that are inconsistent with traditional gender roles and inaccurate portrayals of the Latino culture.
Link to “Latinas hot over tasteless beer ad”
http://www.drug-rehabs.com/tasteless-beer-ads.htm
This article references a Tecate beer had that pictured a “glistening bottle of Tecate beer” with the words “FINALLY, A COLD LATINA.”
The ad was displayed on billboards across the country (in Latino communities).
FROM ARTICLE: “The beer industry claims to practice "responsible" advertising. But the Tecate billboards demonstrate the inadequacy of industry self-regulation. Its voluntary guidelines, "The Beer Advertising and Marketing Code" urges brewers to use advertising that is "sensitive to the problems of the society in which they exist," and that reflects "generally accepted contemporary standards of good taste."
We doubt that other minority communities would tolerate comparably offensive ads. It is hard to imagine the beer industry getting away with a billboard depicting a bottle of beer and reading: "FINALLY, A QUIET BLACK WOMAN," or "FINALLY, A BIG-SPENDING JEW.””
I prefer an overall commercial with (insert whatever color) people buying and enjoying products. I'm trying not to over-think this and react in a simple and effective manner. I think that pulling all sorts of ideals of what is "latino" and putting them in a 30-second commercial (no matter the ad company) will leave more audiences scratching their head.
ReplyDeleteThough we speak different languages, latinos are still part of a hegemonic dominant white colonial society like ours. I don't draw distinctions between white and hispanic white. Splitting hairs in my book. Non-white hispanic (mestizo and mulatto) societies face many of the same racial and class stigmas as foisted upon by the dominant society. They are generally the ignored and oppressed groups.
Courting upper class latino consumers doesn't speak for the spectrum of Latin American society. Again, we are lumping disparate groups in one general racial identity and forsaking their strong nationalistic and political passions.
That's why the surveyed audience members said that the ads got the cultural touchpoints wrong.
As we have discussed repeatedly in terms of news coverage, more representation from a specific group does not usually translate into coverage that is more fair or representative. I don't think that a different advertising agency would have produced ads much different from the ones that the young Latino men liked the least. I think it would take a study, like the one that was done, for the realization to be made that the advertising isn't effective. As in the examples that we have discussed before, employees who come from a "different background" are going to try to do whatever they can to be successful...they aren't necessarily approaching their job as a means to better represent their heritage or background. They are trying to make money.
ReplyDeleteLatino youth and college aged women are being targeted for the same reason: the potential for profit. There is a parallel in that since. Also, the types of advertisements for beer and tobacco usually share some commonality in that they portray users of the product to be more beautiful, well liked, popular, fun, etc.
I am having a hard time responding to this blog for two reasons. The first reason is because I do not see beer ads/commercials being targeted towards latinos unless the beer has a spanish name or is representative of being brewed in a spanish place, like presidente or corona. For example the bud light commercials/ads try to appeal to everyone but congratulate their faults in a sense. BUD LIGHT PRESENTS: Today we salute you stressed out college student during exam week.
ReplyDeleteLIKE THIS ONE ABOUT STRESSED COLLEGE STUDENTS:
As you sit in your lonely cubical in the library, doped up on starbucks & adderal, you think to yourself, am I ever going to need to know this stuff in life? The distractions are tempting and you have suddenly diagnosed yourself with ADD along with advanced delusionary schizophrenia with involuntary narcissistic rage, I'm sure by now you know exactly what everyone is doing because you have checked your buddy list 800 times. Christmas break is just days away, and your prozac prescription will be in tomorrow. So crack open an ice cold bud light after that last exam, because for most of us christmas will be spent in rehab.
We all know it is supposed to be funny. It makes it seem like your stress will be healed etc. They are trying to appeal to their main market, or represent their slogan/motto/name. Now as for whether or not I think latinos are represented in a negative light during beer commercials... well I dont know. I just do not see how a beer commercial can be taken as offensive. They may be representing stereotypical images, but they are also representing a good time. If they are not representing a good time they are representing a relaxing time. PEOPLE ARE BEING TOO SENSITIVE in my opinion. I am all for equality, but its not like they are making these hispanic people look like alcoholics, or represent them in a negative light. If people are naive enough to see a commercial and think "ugh if thats what spanish people are like i am disgusted," people are too caught up in the "look at how hot that chick is" or "blah blah blah." Perhaps is because I am in a cynical mood today, but I firmly believe you should choose your battles wisely. Spanish language is taught at almost every school from the elementary level, it is a common second language. It is something people can relate with even if they do not look like the person on tv. The interpretation of the spanish commercials had heavy influence on latino culture. Can we keep in mind the idea of dialect?! It has to be interpreted that way because they have to use it in a way that could be interpreted for everyone who speaks spanish to understand regardless of dialect. My question is why things like this are mostly focused on Mexicans? I do not understand it! I think that the study might be more credible if it was more of a serious situation. I do agree to the fact that communication between advertisers and the people portrayed is important, but to be realistic what ad agency doesnt try and appeal to everyone they can? It must be working for them and it is about making money. The second issue of cigarettes and women in ads. If the study says women are heavier smokers than men, that could be true but I know a lot of girls that only smoke socially. I just think cigarette ads have always represented the same thing. Personally, I dont see a change. The only connection I see is that people are animalistic and sexual beings and most ads appeal to that, including cigarette and beer ads. Everything is seductive, and/or can be interpretted that way. This information is dated. Currently, a lot of advertisers want to please the people they are reprsenting. And lets also realize that there are people agreeing to be in these commercials, and they are not worried about their representation.
I haven't particularly noted an increase in advertising to the Latino community. I think, as a few others have pointed out, that the Latino base is largely within the hegemonic structure. Granted, the commercials I tend to see are only during televised sports.
ReplyDeleteIdeally, a group of advertisers of a certain culture would have better insight in how to address the culture, but that is not always going to be the case, thus I don't believe that it is necessarily important to have effective advertising.
The promotion of dominant female characters such as the women in "Sex and the City", where smoking is glamorized is a large contributor to younger women picking up smoking, I would say more than direct advertisement. Just look at how that show boosted the popularity of the Cosmopolitan drink.
I think it is more a product of promotion in popular culture than it is about advertising.
To search women in tobacco ads, check: www.tobacco.org/ads/index.php
I personally would think that an ad agency run by and for a particular ethnic group would be more profitable than a mainstream ad agency. The only reason I would think this is because if you are of a certain ethnic group and you are trying to target the ethnic group you are a part of, you would have a better knowledge and understanding of what that "group" likes. On the other hand, an ad agency is exactly that, an ad agency. I'm not too familiar with advertising and what the process is that goes into it, but you would think with all of the money that goes into different ads they would probably do a lot of research and use different methods to find out what most people would like to see. This I believe goes for both mainstream America and any particular ethnic group. When reading the article, I found out I was completely wrong in my assumptions and that mainstream ad agencies are making more money than the ad agencies that are targeting specific groups. This is just a guess, but in my opinion I think that the minorities in this country are becoming more mainstream if that makes any sense.
ReplyDeleteI think that when it comes to companies analyzing the depths of their advertisements they look too far into the realms of who they are trying to target. They focus on reaching a certain audience instead of selling a product. And by focusing on a certain target they change the advertising message by reinforce stereotypes. Like Matt said, why can't commercials just picture people buying products and enjoying them and NOT focus on their racial stereotypes.People get lost in the 'message' instead of the product. So as American's we should ask ourselves, "Do we really need the product if we need a message to sell it?" Looks like advertisers are smart and manipulative. They manipulate us into thinking that we want what they are selling because we want to buy into the make believe reality they created. And it doesn't matter what object they are trying to sell, cigerates, alcohol, cars, etc, selling products this way works everytime.
ReplyDeleteMainstream advertisers will inevitably feel backlashes in many ways. They could feel pressure from ethnic groups over stereotyping in their own ads. Although it is not now, financial pressures created by diluting advertising income will eventually show up on spreadsheets and ratings will likely drop as a result of this.
ReplyDeleteThe “silent majority” may take the chairpersons to be invading a wholly hegemonous group and take it as an assault from outsiders.
Young women have been in the cross-hairs of advertisers for years. The similarity is that they are dealing with an audience that is extremely vulnerable. Young women drink alcohol and go to the “in” spots to be viewed as cool. The same is true with tobacco. Peer pressure is an outflow of mainstream and Latino advertisers, even if Anglo spokespeople or models are used.