Word: hispanicized
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Dates: during 1980-1989
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In Texas, however, determined sign-up campaigns by both parties and the Southwest Voter Registration Education Project nearly tripled the number of registered Hispanics, from 488,000 to 1,132,000, between the 1976 and 1984 elections. Their votes supplied the margin of victory for Democratic Governor Mark White in...
Some Hispanics question whether full assimilation, at least in the sense of giving up the Spanish language and Hispanic cultural traditions, is even desirable. Says Daniel Villanueva, a former field-goal kicker for the Dallas Cowboys and Los Angeles Rams who is now general manager of KMEX in Los Angeles...
Latin rhythms have long influenced American jazz and pop tunes, and vibrate today at many rock concerts. In sports, Hispanics have been most conspicuous -- and successful -- in boxing and baseball. They make up a sizable proportion of the crowds at boxing matches in New York and Los Angeles, cheering for...
In business, the number of companies interested in selling to Hispanics "is growing by leaps and bounds," says Howell Boyd, executive vice president of Sosa & Associates, a Hispanic-owned ad agency in San Antonio that has picked up such major accounts as Anheuser-Busch and Westinghouse. In Los Angeles, Villanueva...
Sheer numbers are not the only reason for this interest. Hispanic consumers have a reputation for seeking high quality in the products they can afford and, once sold, showing more loyalty to their favorite brands than Anglos do. But selling to them, experts warn, requires more than translating ads into...