Happy Hispanic Stereotype Month
I may start walking around with fruit on my head.
I may start wearing tacones — and only tacones — to the grocery.
I may start calling my husband Papito, but only if he promises to call me Mamita.
Why? Because I am a Latina!
Or don’t you watch TV commercials?
What is it with Spanish talking dogs in commercials aimed at Latinos? Oh, and all the knife-slicing imagery?
and this, beautiful as it is:
Before you answer, read this and tell me what you think:
The racialized stereotype of the Frito Bandito and the sexualized stereotype of Chiquita Banana have been displaced by a different yet equally problematic set of representations. Advertising, as a kind of linguistic and visual code, conveys both implicit and explicit messages about social norms and values and the social status of ethnic, racial, and gender groups. In this code, the representations of Latinas and Latinos in advertisements face three main difficulties:
- Latinas and Latinos remain relatively invisible in advertising representation;
- Latinas and Latinos in advertisements remain racially and sexually stereotyped;
- pan-ethnic Latina and Latino representations contribute to homogenization of a diverse group.Read more: Advertising and Marketing – Developing the Latino Market, Contemporary Latino Marketing and Advertising, Barriers to Latino Advertising and Marketing
And of course, our African-American brothers and sisters are not to be left out of this conversation. Throw in a little hip hop and you’ve got a campaign, si?
For the record, I don’t like Chihuahuas.