Comments on: The apartheid of American marketing http://www.hispanicmpr.com Providing you essential information on America's largest minority Fri, 25 Jul 2008 14:25:55 +0000 http://wordpress.org/?v=2.3.3 By: Joel Lopez http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-867424 Joel Lopez Thu, 29 May 2008 01:42:10 +0000 http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-867424 Excellent article. Excellent article.

]]> By: Aida L. Irizarry http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-866972 Aida L. Irizarry Sat, 19 Apr 2008 13:06:24 +0000 http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-866972 Interesting article! I've argued this point with others "Hispanics" and they tell me I'm wrong. Well, I finally found someone who knows better. A much needed observation, and one WE should start making ourselves. Why let others define us? By the way, I've been in New York since 1951, at a time when "Hispanic" wasn't a label in the census. You either classified yourself as Caucasian or Black. Aida L. Irizarry (Author of By Reason of Passion, A Novel) ByReasonofPassion.com Interesting article! I’ve argued this point with others “Hispanics” and they tell me I’m wrong. Well, I finally found someone who knows better. A much needed observation, and one WE should start making ourselves. Why let others define us?

By the way, I’ve been in New York since 1951, at a time when “Hispanic” wasn’t a label in the census. You either classified yourself as Caucasian or Black.

Aida L. Irizarry (Author of By Reason of Passion, A Novel)
ByReasonofPassion.com

]]> By: Suzanne Irizarry http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-439956 Suzanne Irizarry Fri, 14 Sep 2007 17:14:44 +0000 http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-439956 I don't consider myself to be a Basque independist, and I am against terrorism, and the use of violence to try to get attention or make a point (I am against showing violence, even in movies and video games). I don't really see what you read in that phrase. To my knowledge, the Basque people are among the pre-Roman known original inhabitants of Europe, along other tribes which include early Jewish tribes. I know that now most people who self-identify as Basque live in northen Spain and Southern France. I am also aware that Spain is home to many many ethnic groups, and that there are four official languages-- not just Spanish. My point though was to give examples of groups of people (not necessarily nationalities) that may typically not be considered "White" by marketers, or the general American public, when the Census does consider them as White, and they themselves may consider themselves to be White. I have heard recently more and more the use of the term white ethnics to label types of people. Nevertheless, I still havent heard anyone refer to Spanish speaking Whites as white ethnics. I don’t consider myself to be a Basque independist, and I am against terrorism, and the use of violence to try to get attention or make a point (I am against showing violence, even in movies and video games).
I don’t really see what you read in that phrase.

To my knowledge, the Basque people are among the pre-Roman known original inhabitants of Europe, along other tribes which include early Jewish tribes. I know that now most people who self-identify as Basque live in northen Spain and Southern France. I am also aware that Spain is home to many many ethnic groups, and that there are four official languages– not just Spanish.

My point though was to give examples of groups of people (not necessarily nationalities) that may typically not be considered “White” by marketers, or the general American public, when the Census does consider them as White, and they themselves may consider themselves to be White.

I have heard recently more and more the use of the term white ethnics to label types of people. Nevertheless, I still havent heard anyone refer to Spanish speaking Whites as white ethnics.

]]> By: Alvaro http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-43364 Alvaro Tue, 23 Jan 2007 08:42:40 +0000 http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-43364 When you say: "come from certain European, North African, or East Asian countries such as Spaniards, Basques, Portuguese, Lebanese, or Arabs" you are talking about Spaniards and Basques as if they came from different countries. Do you consider yourself a Basque independendtist? Could you state your opinion about the two last assassinated people (two Equatorian workers let's remember) by the Basque terrorist group ETA? You should now that some of us are quite worried by all types of terrorism, especially since 9/11, so please clarify your comment. Regards, When you say: “come from certain European, North African, or East Asian countries such as Spaniards, Basques, Portuguese, Lebanese, or Arabs” you are talking about Spaniards and Basques as if they came from different countries. Do you consider yourself a Basque independendtist? Could you state your opinion about the two last assassinated people (two Equatorian workers let’s remember) by the Basque terrorist group ETA? You should now that some of us are quite worried by all types of terrorism, especially since 9/11, so please clarify your comment.

Regards,

]]> By: Juan Baptista http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-32864 Juan Baptista Tue, 19 Dec 2006 15:31:45 +0000 http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-32864 Hi, Suzanne... Congratlations... I agree with you 100%. I have a marketing & advertising company in SWFL (IDEAS Image & Marketing, Inc.) and I work for american companies interested in to reach the hispanic community... and usually I have to explain exactly how the most of american marketers are in the wrong way when talk about "hispanic" like a standardize group. Bye.. and was a pleasure to read your article. Hi, Suzanne… Congratlations… I agree with you 100%. I have a marketing & advertising company in SWFL (IDEAS Image & Marketing, Inc.) and I work for american companies interested in to reach the hispanic community… and usually I have to explain exactly how the most of american marketers are in the wrong way when talk about “hispanic” like a standardize group. Bye.. and was a pleasure to read your article.

]]> By: Juan Manuel Colome http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-7303 Juan Manuel Colome Wed, 14 Jun 2006 12:05:30 +0000 http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-7303 Excellent article - Excellent article -

]]> By: Diana I. Rios http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-6949 Diana I. Rios Wed, 07 Jun 2006 16:01:45 +0000 http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-6949 You bring to light many complex issues that commericialists and scholars need to keep in mind. I hope to see more of your column writing in the future. You bring to light many complex issues that commericialists and scholars need to keep in mind. I hope to see more of your column writing in the future.

]]> By: Luisa M. Fournier http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-6948 Luisa M. Fournier Wed, 07 Jun 2006 15:18:42 +0000 http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-6948 Hi Suzanne, while reading with interest above article -which proves your 'global' background- brought to mind an article I wrote a year ago for a local hispanic monthly, Tiempos de Sol in Naples, FL. I quote some lines FYI... ¿Hemos creado un híbrido social?...lo híbrido está de moda...porque desde tiempos inmemoriables, es más, desde hace 7,000 años se comenzó la práctica de la técnica de ingeniería genética al cruzar semillas de maíz para lograr un grano más grande y con más contenido nutricional...¿Qué es híbrido?, se pregunta usted...es el cruce de diferentes especies, género, o en casos especiales, familias...Lo que sí hemos logrado los seres humanos con esta unión de géneros es unirnos en una gran hermandad para componer una gran familia hispanoamericana en este país que abraza al inmigrante. Tomé clara esta realidad durante una tarde de verano al sur de Florida, en un entorno muy lejos del país de los participantes. Eramos pocos en el hogar del joven piloto boricua que inauguraba su nuevo hogar con su esposa oriunda de Guatemala y cuya madre provenía de China Continental y su padre era Chino Guatemalteco. Traten de visualizar la hermosura de niña procreada por esta joven pareja...mi curiosidad afloró según entablé conversación con algunas personas...alrededor de cuarenta, entre niños, jóvenes, adultos y no podía faltar la ́edad de oro´... comienza mi encuesta híbrida...nacidos en Colombia, criados en Venezuela una pareja se viene a Miami hace 35 años;él procede de bisabuelo cubano y madre puertorriqueña y asevera que¨...América ha sido invadida por gente de todas partes¨ ya que el padre de su bisabuelo era judío (Gossman ahora Guzmán) venido a Cuba; del Salvador, Amanda se casa con Hugo de padre venezolano y madre cubana; del Caribe en Bahamas, Sabrina se une a boricua...Filipino con Ecuatoriana...Puertorriqueños ambos... Fue un festín de nacionalidades, entremezcladas entre sí, quienes ampliaron su núcleo familiar, procrearon y el producto resultó un interesante híbrido de hermosos, saludables y alegres niños y jóvenes¨. I used the word Hybrid society or ´hibridismo socio-cultural´, of course this has no scientific value, it was my appreciation of what´s been happening since archaic times when man started to roam around tending for his needs. I feel that segregation will still be around for quite a long time. Your concern about ¨something not being right, thus limiting the ability to reach marketing excellence¨ could probably be focused towards the many poorly designed publicity campaigns. This comment comes from a hispanic, very senior citizen, who put up her tent in Spain, Puerto Rico, Texas and Florida. At this age, we don´t fall for ads without substance. We are more critical and try to see beyond what is said to convince. If X company wishes to get attention, try to get a ´normal´ background/sìmple good message and not go out of the TV screen and jump into Y´s living room, yelling, screaming, etc.; and, in SWFL, some Spanish TV commercials are boring plus the many errors in spelling. Besides being an insult to the viewer, some of which probably did not have the opportunity for much schooling, who might think that its the right way to spell a word. Children are visual, they learn better what´s seen. Much success in your search! Hi Suzanne, while reading with interest above article -which proves your ‘global’ background- brought to mind an article I wrote a year ago for a local hispanic monthly, Tiempos de Sol in Naples, FL. I quote some lines FYI…

¿Hemos creado un híbrido social?…lo híbrido está de moda…porque desde tiempos inmemoriables, es más, desde hace 7,000 años se comenzó la práctica de la técnica de ingeniería genética al cruzar semillas de maíz para lograr un grano más grande y con más contenido nutricional…¿Qué es híbrido?, se pregunta usted…es el cruce de diferentes especies, género, o en casos especiales, familias…Lo que sí hemos logrado los seres humanos con esta unión de géneros es unirnos en una gran hermandad para componer una gran familia hispanoamericana en este país que abraza al inmigrante. Tomé clara esta realidad durante una tarde de verano al sur de Florida, en un entorno muy lejos del país de los participantes. Eramos pocos en el hogar del joven piloto boricua que inauguraba su nuevo hogar con su esposa oriunda de Guatemala y cuya madre provenía de China Continental y su padre era Chino Guatemalteco. Traten de visualizar la hermosura de niña procreada por esta joven pareja…mi curiosidad afloró según entablé conversación con algunas personas…alrededor de cuarenta, entre niños, jóvenes, adultos y no podía faltar la ́edad de oro´… comienza mi encuesta híbrida…nacidos en Colombia, criados en Venezuela una pareja se viene a Miami hace 35 años;él procede de bisabuelo cubano y madre puertorriqueña y asevera que¨…América ha sido invadida por gente de todas partes¨ ya que el padre de su bisabuelo era judío (Gossman ahora Guzmán) venido a Cuba; del Salvador, Amanda se casa con Hugo de padre venezolano y madre cubana; del Caribe en Bahamas, Sabrina se une a boricua…Filipino con Ecuatoriana…Puertorriqueños ambos… Fue un festín de nacionalidades, entremezcladas entre sí, quienes ampliaron su núcleo familiar, procrearon y el producto resultó un interesante híbrido de hermosos, saludables y alegres niños y jóvenes¨.

I used the word Hybrid society or ´hibridismo socio-cultural´, of course this has no scientific value, it was my appreciation of what´s been happening since archaic times when man started to roam around tending for his needs.

I feel that segregation will still be around for quite a long time. Your concern about ¨something not being right, thus limiting the ability to reach marketing excellence¨ could probably be focused towards the many poorly designed publicity campaigns. This comment comes from a hispanic, very senior citizen, who put up her tent in Spain, Puerto Rico, Texas and Florida. At this age, we don´t fall for ads without substance. We are more critical and try to see beyond what is said to convince. If X company wishes to get attention, try to get a ´normal´ background/sìmple good message and not go out of the TV screen and jump into Y´s living room, yelling, screaming, etc.; and, in SWFL, some Spanish TV commercials are boring plus the many errors in spelling. Besides being an insult to the viewer, some of which probably did not have the opportunity for much schooling, who might think that its the right way to spell a word. Children are visual, they learn better what´s seen.

Much success in your search!

]]> By: Martha E. Galindo http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-6947 Martha E. Galindo Wed, 07 Jun 2006 14:25:00 +0000 http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-6947 Great points Suzanne... It affects every industry. The more we know about the education of the target audience for the translation into Spanish of any document, for example, the more effective the work will be. Many clients do not specify who is their target audience. The more specific information we have, the better job we can deliver Reputable translation agencies must ask these questions to utlize appropriate and effective language. Great points Suzanne…
It affects every industry.
The more we know about the education of the target audience for the translation into Spanish of any document, for example, the more effective the work will be. Many clients do not specify who is their target audience. The more specific information we have, the better job we can deliver Reputable translation agencies must ask these questions to utlize appropriate and effective language.

]]> By: Francisco Framil http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-6945 Francisco Framil Wed, 07 Jun 2006 11:47:35 +0000 http://www.hispanicmpr.com/resources/articles/the-apartheid-of-american-marketing/#comment-6945 Hi Suzanne, excellent article about a very complex matter. I agree that oversimplification runs the risk of stereotyping consumers and making bad marketing choices and investments, but on the other side, marketing is all about segmentation, and ethnic cultural backgrounds, language, and even race are valid market segmentation tools that enable the marketer to identify similar traits within those groups. Every human being is a world by itself, but that doesn’t means we share some habits and culture traits with others. Spending habits and consumer preferences are another segmentation tool useful to target specific groups with a particular marketing strategy. There shouldn’t be a politically correct segmentation strategy and a wrong one. Certainly language is still a very powerful segmentation tool as it allows the marketer to speak to the consumer in his native or more familiar tongue. It’s a very broad segmentation tool indeed, but marketing segmentation criteria also requires a critical mass of consumers for it to be cost effective. Spanish language segmentation provides that critical mass of consumers in the USA that share some general traits, while also have many differences. The same applies to the white-American consumer segments. Every segmentation strategy is useful if it works and allows delivering results. If it doesn’t works, it will be discarded at some point, and a new one will be adopted. Hi Suzanne, excellent article about a very complex matter. I agree that oversimplification runs the risk of stereotyping consumers and making bad marketing choices and investments, but on the other side, marketing is all about segmentation, and ethnic cultural backgrounds, language, and even race are valid market segmentation tools that enable the marketer to identify similar traits within those groups. Every human being is a world by itself, but that doesn’t means we share some habits and culture traits with others. Spending habits and consumer preferences are another segmentation tool useful to target specific groups with a particular marketing strategy. There shouldn’t be a politically correct segmentation strategy and a wrong one. Certainly language is still a very powerful segmentation tool as it allows the marketer to speak to the consumer in his native or more familiar tongue. It’s a very broad segmentation tool indeed, but marketing segmentation criteria also requires a critical mass of consumers for it to be cost effective. Spanish language segmentation provides that critical mass of consumers in the USA that share some general traits, while also have many differences. The same applies to the white-American consumer segments. Every segmentation strategy is useful if it works and allows delivering results. If it doesn’t works, it will be discarded at some point, and a new one will be adopted.

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