Today, how are Latina women

represented in Advertisement?

› What do they do?

› What are they like?

› What do they want?

› Stereotypes?

Videos:

Burger King Commercial: Sofia Vergara

› http://www.youtube.com/watch?v=y4CEr1RwK

Mk&NR=1&feature=endscreen

Diet Pepsi Commercial: Sofia Vergara

› http://www.youtube.com/watch?NR=1&v=DBPs

U1D7Gx4&feature=endscreen

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.

Women are seen as being put on display

Video:

Magnum Mystica: Eva Longoria

› http://www.youtube.com/watch?v=nh2hNH

E9EFE

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.

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.

“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

Summer’s Eve “Empowerment

Campaign”

› “Hail to the V”

› Feminine Care & Hygiene product

https://www.youtube.com/watch?v=52

GcTFvIqTU&feature=related

› Accent

› Lipstick

› Reference to having kids (Family)

Kleenex “Get Mommed Campaign”

› Featured 8 different ethnic mothers to “nurse you back to health”

Got pulled and impossible to find videos now

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”

1stCovergirl commercial: Sofia Vergara

› http://www.youtube.com/watch?v=r2x3scu

wRpY&feature=related

2ndCovergirl commercial: Sofia Vergara

and Ellen

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

hWbw

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?