- 330 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
About this book
Both Hollywood and corporate America are taking note of the marketing power of the growing Latino population in the United States. And as salsa takes over both the dance floor and the condiment shelf, the influence of Latin culture is gaining momentum in American society as a whole. Yet the increasing visibility of Latinos in mainstream culture has not been accompanied by a similar level of economic parity or political enfranchisement. In this important, original, and entertaining book, Arlene Dávila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos.
Dávila finds that Latinos' increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers. In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.
Dávila finds that Latinos' increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers. In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.
Frequently asked questions
Yes, you can cancel anytime from the Subscription tab in your account settings on the Perlego website. Your subscription will stay active until the end of your current billing period. Learn how to cancel your subscription.
No, books cannot be downloaded as external files, such as PDFs, for use outside of Perlego. However, you can download books within the Perlego app for offline reading on mobile or tablet. Learn more here.
Perlego offers two plans: Essential and Complete
- Essential is ideal for learners and professionals who enjoy exploring a wide range of subjects. Access the Essential Library with 800,000+ trusted titles and best-sellers across business, personal growth, and the humanities. Includes unlimited reading time and Standard Read Aloud voice.
- Complete: Perfect for advanced learners and researchers needing full, unrestricted access. Unlock 1.4M+ books across hundreds of subjects, including academic and specialized titles. The Complete Plan also includes advanced features like Premium Read Aloud and Research Assistant.
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1 million books across 1000+ topics, we’ve got you covered! Learn more here.
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more here.
Yes! You can use the Perlego app on both iOS or Android devices to read anytime, anywhere — even offline. Perfect for commutes or when you’re on the go.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Latinos, Inc. by Arlene Dávila in PDF and/or ePUB format, as well as other popular books in History & Latin American & Caribbean History. We have over one million books available in our catalogue for you to explore.
Information
Erase
stereotypes...
Understand
your
target.
Own
the
Hispanic
market.
w
w
w
.
z
u
b
i
a
d
.
c
o
m
305
448
9824
Contact:
Joe
Castro
ph:
305
428
6155
fax:
305
913
3508
Miami
Dallas
Los
Angeles
New
York
Detroit
Figure
1.
“Erase
Stereotypes,”
an
agency
self-promotion
ad
by
Zubi
Advertising
in
Coral
Gables,
Florida,
exemplifies
the
industry’s
self-presentation
as
a
site
of
positive
images
for
all
Latinos.
Table of contents
- Cover
- Title Page
- Copyright Page
- Dedication Page
- Table of Contents
- List of Illustrations
- Acknowledgments
- Foreword
- Preface to the 2012 Edition
- Introduction
- Chapter 1: "Don't Panic, I'm Hispanic": The Trends and Economy of Cultural Flows
- Chapter 2: Knowledges: Facts and Fictions of a People as a Market
- Chapter 3: Images: Producing Culture for the Market
- Chapter 4: Screening the Image
- Chapter 5: Language and Culture in the Media Battle Zone
- Chapter 6: The Focus (or Fuck Us) Group: Consumers Talk Back, or Do They?
- Chapter 7 Selling Marginality: The Business of Culture
- Notes
- References
- Index