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Experiential Exercise IIGeorge Lopez: Brown Is The New GreenMarketers and media companies have managed to stage the Latino image, which controls America’s perception of them. The marketing to Latinos is a paradox to say the least. The U.S. government created the ethnic “identity” of Latinos, and corporations eager to profit from the Latino market sustain the concept. Traditional mainstream media lacks representation of Latinos while Spanish-language networks and media have exocitized the Latino image. The market has grown to accommodate to first generation, less acculturated immigrants. The role of the market designed for Latinos is about educating, and the acculturation is described as more of a picking up of another culture asopposed to losing your culture. The video, George Lopez: Brown is the New Green,goes into great detail about how the market is celebrated because it is the largest growing market in the United States. According to the video, it is estimated to reach 1.2 billion by 2011. The market was created in part to, as it was described in the video, “a homogenous hierarchy to fit marketers agenda”. Lopez aims to portray Latinos in a manner in which reflective of their normal lives and their goals and aspirations "the American dream". Family, assimilation, language, stereotypes, and culture in the media are the values, attitudes, and lifestyles that were explored in the film. The connection between George Lopez and the Latino audience creates a cultural identity. Lopez capitalizes on the modern Latino culture and way of life. The movie uses other famous Latino actors to compare. While most either assimilate into the majority (like Freddi Prince Jr.) or intensify the stereotypes (Jose Jiminez), Lopez reaches out to the Latino audience with
their own culture. One of our group members thinks the media has a habit of shaping our ideas for us. In a way, they shape our society far more than we realize by pushing certain stories and topics to the front. Therefore, it is very simple for the news, movies, TV, and
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Marketing, George Lopez; UNT; Group, Hispanic and Latino Americans, Hispanic, Bill Dana, Latino youth market