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Stereotyping of Hispanic Americans in U.S. Magazine Advertising

By Michelle Seelig.

Published by The Diversity Collection

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.

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