The document examines how Latina women are portrayed in advertisements and identifies common stereotypes. It analyzes several commercials featuring Latina actresses and finds they often portray women as sexual objects, emphasize their physical appearance over accomplishments, and exploit cultural stereotypes for marketing purposes. The document suggests this disconnects the portrayals from real Latina women's lives and identities.

2.  Today, how are Latina women
represented in Advertisement?
› What do they do?
› What are they like?
› What do they want?
› Stereotypes?

3. 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

4.  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.

5. Women are seen as being put on display
Video:
 Magnum Mystica: Eva Longoria
› http://www.youtube.com/watch?v=nh2hNH
E9EFE

6.  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.

7. 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.

8.  “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

9.  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)

10.  Kleenex “Get Mommed Campaign”
› Featured 8 different ethnic mothers to “nurse
you back to health”
 Got pulled and impossible to find videos now

11.  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”

12.  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

13.  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?