Stereotyping of Hispanic Americans in U.S. Magazine Advertising

By Michelle Seelig.

Published by The Diversity Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The purpose of this research was to examine how advertisers are targeting messages aimed at the Hispanic population in U.S. based magazines. This study conducted a content analysis of all full-page advertisements in high-circulation mainstream and Hispanic magazines that target mainstream and Hispanic audiences in the U.S. This study found that the proportion of magazine advertising portraying Hispanic models in the United States is still under-represented when compared with the U.S. population. Findings also revealed that Hispanics are often represented in stereotypical roles. However, findings did indicate a modest improvement in the overall presence and composition of Hispanics in U.S. magazine advertising.

Keywords: Advertising, Hispanic Media, Mainstream Media, Visual Portrayal of Minorities, Ethnicity, Design Strategies, Content Analysis, Representation, Diversity

International Journal of Diversity in Organizations, Communities and Nations, Volume 7, Issue 4, pp.69-82. Article: Print (Spiral Bound). Article: Electronic (PDF File; 578.586KB).

Dr. Michelle Seelig

Assistant Professor, Visual Communication, University of Miami, Coral Gables, FL, USA

Michelle Seelig received her Ph.D. in Mass Communication from Florida State University. Seelig teaches courses in photography, web design, advertising design, communication theory, and research methods. Her research interests include the convergence of new and traditional media in news organizations, the role of content producers in visual communication, as well as the impact of technology on pedagogy. She has written scholarly articles and has presented numerous papers at scholarly meetings in the areas of mass communication, visual communication, as well as communication and technolgy. Currently, Michelle Seelig teaches at the University of Miami, and has also taught at Florida State University and Temple University. Seelig also has professional experience in video production, photography, as well as desktop publishing, and web design.

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