Stereotypes backfire.Using ethnic stereotypes in ads is sort of like playing "21." To win you have to get close to the edge without going over, at which point the game abruptly ends. A new study on young bilingual Hispanics found polarizing results when it compared a recent campaign for NBC-owned network Mun n. 1. The mouth. One a penny, two a penny, hot cross buns, Butter them and sugar them and put them in your muns. - Old Rhyme. 2 to a beer spot that aired during the Super Bowl. The network (pronounced "Mun-dos") is Miami-based and available on DirecTV in the L.A. market. The campaign asked the question "Are you becoming too gringo grin·go n. pl. grin·gos Offensive Slang Used as a disparaging term for a foreigner in Latin America, especially an American or English person. ?" and then offered Mun2 as the answer. In one spot, a young Hispanic dreams he is president of the United States The head of the Executive Branch, one of the three branches of the federal government. The U.S. Constitution sets relatively strict requirements about who may serve as president and for how long. during a missile attack. After a dose of Mun2, he dreams more tranquilly that he's a gardener. In other spot, a Hispanic contestant on a game show guesses that France is in Minnesota. Thanks to Mun2, he learns that the Eiffel Tower Eiffel Tower, structure designed by A. G. Eiffel and erected in the Champ-de-Mars for the Paris exposition of 1889. The tower is 984 ft (300 m) high and consists of an iron framework supported on four masonry piers, from which rise four columns uniting to form one is really located in Guadalajara, Mexico. For comparison, respondents also evaluated a Super Bowl ad for Bud Light featuring comedian Carlos Mencia Ned Arnel Mencía (born October 22, 1967 in San Pedro Sula, Honduras), better known by his stage name Carlos Mencia, is a comedian, writer, and actor in the United States. He is currently the host of his own show on Comedy Central, Mind of Mencia. , who attempts to teach a class full of immigrants with broken English how to ask for a beer. About 35 percent of respondents described the humor humor, according to ancient theory, any of four bodily fluids that determined man's health and temperament. Hippocrates postulated that an imbalance among the humors (blood, phlegm, black bile, and yellow bile) resulted in pain and disease, and that good health was in the White House ad as "inappropriate" and about 20 percent described it as "offensive." In one-on-one interviews, some were offended that Hispanics should not dream of becoming president, but should focus on occupations like gardening. Many did not like the use of the word "gringo." But only 9 percent called the Mencia ad "offensive." On the laugh scale, only 36 percent and 30 percent thought the White House and game show ads respectively were funny. However, 75 percent rated the Mencia ad as funny. Overall, the ads lowered respondents' previously favorable impressions of Mun2; 34 percent gave the network a "very positive" rating before seeing the ads, but the score fell to 17 percent after seeing the ads. Prior to seeing the ads, only 2 percent had a negative impression of Mun2. It rose to 24 percent after the ads. "Connecting with young, bilingual Hispanics is tricky and few have been able to crack the code," said David Morse David Morse is a name that can refer to:
|
|
||||||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion