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Advertising Ethnicity
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The ethnic mosaic of the United States population contributedto the evolution of promotional efforts from mass marketing to masschoice. Target populations must be definedby both mutual economicinterest and cultural compatibility. It is the notion of culturalcompatibility that is the essence of this book. This researchinvestigates the meaning of advertising through the eyes ofHispanics. For the first time, data were collected about how oneethnic minority group (Hispanics) evaluates stimulus (printadvertisement) featuring other ethnic group (African-American)members as cues to communication. Finding show that the ethniccompatibility of the stimulus influences the resulting attitudestoward the advertisement and the overall advertisement, bring intoquestion the value of multicultural advertising strategy.
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