National Hispanic Heritage Month seems to highlight the marginalization of Latinxs in Adland. Indeed, it appears that the group has assumed the lowest position on the proverbial cultural totem pole—even under Native Americans, who at least received recognition with the erasure of sports mascots and Mia, the Land O’Lakes princess.
In recent times, other groups have been pseudo-saluted with plenty of patronizing propaganda. Advertisers and White advertising agencies gush with pride for the LGBTQ community. Asian Americans have been shown love with anti-hate campaigns, while anti-racist rhetoric has reverberated for Blacks—along with the departure of iconic stereotypes. Mental health is gaining greater share of mind. Condemning ageism is getting old. And of course, White women continue to lead the way with victimized vigor.
¿Dónde está some respect for Latinxs? Campaign spotlighted a handful of Latinx executives, while other trade journals published standard demographic data and minority perspectives. Yet there aren’t enough stock-photo-filled advertisements, telenovela parodies or marketing messages featuring mariachi bands to create a clichéd and contrived Clio collection.
¡Ay, caramba!
1 comment:
Adland likes its Hispanic "minorities" white, foreign and uninterested in social justice issues in the United States.
That's why you'll find agencies crowing about their new "diversity" hire win when it's a whiter than white ECD or CD fresh from Barcelona or Buenos Aires, but turning a blind eye to the talent from Puerto Rican or Dominican backgrounds that grew up near the agency and keep knocking on doors that will never willingly let them in.
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