Word: mexicans
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...lesson of this tall tale, know thine target, has revived relevance to a new generation of marketers, who, after years of simply translating their mainstream English-language advertising into Spanish, are now creating product lines for U.S. Hispanics. Among these: Hershey's Cajeta Elegancita candy bar. The Mexican term for caramel flavor made with goat's milk, "cajeta" is also a word for female genitalia in Argentine slang. This idiomatic tangle highlights but one of the challenges of marketing to so disparate a group as the 37 million U.S. Latinos...
...knit families or having loved ones in another country-while reinforcing the brand identities that Hispanics recognize. Casting agents often seek neutral accents and ethnically appropriate actors who appeal to a broad spectrum, a task more complicated than it seems, even though about 67% of U.S. Latinos are of Mexican heritage. In some Latin American countries, people with the lightest skin color make up the elite and dominate the media, including ad images. This jars with the American take on diversity, says Andrew Speyer, of the Zubi agency in Miami: "Most advertisers in Mexico are not portraying the average Mexican...
Less than 10 miles from the Mexican border, a vacant lot in Sierra Vista, Ariz., looks like a trash dump. Between the chaparral and scrub oaks are backpacks, sweatshirts, jeans, sneakers, used toilet paper and water bottles filled with urine. Chris Simcox, a small-town newspaper owner, flips through a book he picked out of the refuse titled Aprenda Ingles sin Maestro (Learn English Without a Teacher), shakes his head and says, "Welcome to the invasion...
...funny enough. But a better episode is an all-American one about diversity. After Scott offends the staff by doing Chris Rock's "black people and n______" stand-up routine, corporate holds a mandatory racial-sensitivity meeting. Scott responds by hosting his own session, in which he asks a Mexican-American staff member, "Is there a term besides Mexican that you prefer? Something less offensive...
...INDICATORS Closing Up Shop French retail group Carrefour announced the sale of its Japanese and Mexican operations. The world's second-largest retailer needs to focus on its flagging domestic hypermarket business. Net profits slid 15% last year to €1.39 billion...