Five Clichés Hispanics are Tired of Seeing in Ads
By: Aída Reyna, Brand Planner Intern
Yes, Hispanics have strong family bonds. Yes, they love their dear abuelitas. They like to spend time together and enjoy abuelita’s famous cooking. That simple idea has fueled an overuse of the ‘abuelita’ character in Hispanic ads. Family is great and should be celebrated. I’m sure non-Hispanics love their families (I hope); but as a Mexican, I would like to see advertising that goes beyond the image of a lovely family centered around a cute grandma.
Salsa, Tequila, & Fiesta Latina
Non-Hispanics that watch television must think that Hispanics party and eat salsa every day. Hispanic food products are always the center of some festive get-together where the whole family is dancing to carnaval music. And oddly, it’s only a Hispanic family at these parties, as if they don’t have friends of other races they want to invite. According to Hispanic advertising logic, any time a simple life event occurs a party automatically ensues. And for the love of God, not every Hispanic party has a piñata or merengue.
Cleaning and Cooking Makes a Good Latina
I can’t argue that keeping a sparkling home and/or knowing how to cook are great attributes to have. But that doesn’t mean it needs to be overplayed. It’s tiring to see a nostalgic Latina cleaning and thinking of how proud her mom would feel seeing her daughter scrub bathrooms with the same products she used. I feel like Latinas in ads are often seeking their mother’s approval in cooking and cleaning products.
Can the Real Spanish Speakers Please Stand Up?
Sometimes the pronunciation in celebrity endorsements is so bad it can be offensive for Spanish speakers. The case of the gringo accent comes out in poorly devised ads where the dialogue sounds forced like translated from a search engine. There are plenty of Spanish speakers for these roles to enhance the realism. Leave out the frauds. Your Spanish speaking audience can tell the difference.
Passions Running High
Let’s calm down using the word “pasión”. The word is riddled everywhere, especially in fútbol. It’s a positive word, but it’s almost a default descriptor in ads. Let’s diversify our vocabulary and not rely on “pasión” just because Hispanics are involved. For the sake of creativity, we should think a little deeper. And creativity is something to be passionate about.