The article by Carolyn Lin, Cultural Values Reflected in Chinese and American Television Advertising, proposes that despite western influence and products, core values remain stable which can been seen in advertising. Although this study focused on American advertising in China, the same argument can be held for American ads that target specific ethnic communities within the United States. This case study and article made me think of the commercials that run on Univision, a Spanish language television network that is broadcasted throughout the United States and Puerto Rico. It currently has the largest audience of Spanish-language television viewers within the United States and outranks some English-language networks, like The CW, in viewers. All the commercials are in Spanish and cater to common core values of Latin Americans. Two commercials that come to mind is a Pepsi one that aired about three years ago, where a Latina girl invites her white male friend to a party where he has a trouble eating a tamale (a tamale should be unwrapped first), and an Orbit commercial where a Latina girl introduces her white boyfriend to her parents. Both commercials seem to poke fun at misunderstandings amongst the two cultures (white/American culture and Latino culture), while demonstrating the maintenance of important cultural values such as food, language and importance of family.
Father: “Pleasure Tony. So tell me, what do you like the most about our beautiful daughter Consuelo?”
Tony: “Her hot curvy… you know what.”
Father: “Excuse me?”
Tony: “Her body is tight. Mucho junk in the trunko.”
(lady in white) “Dirty mouth?”
Father: “You speak the language of love. Welcome to the family!!”