Latinos, Inc

The Marketing and Making of a People

Author: Arlene M. Dávila
ISBN: 0520227247

"Davila has entered the back rooms of a new and important sector of the advertising industry, shedding light on the people and businesses that are working to exploit the marketing hot buttons of Hispanic USA. Latinos, Inc. could become a scholarly milestone, a vivid portrayal of the strange marriage between cultural anthropology and merchandising strategies that forms an elemental ingredient of U.S. consumer society."--Stuart Ewen, author of PR! A Social History of Spin"A work derived from prodigious fieldwork that sets a standard for the ethnography of cultural institutions in their varied corporate forms and market participations. Latinos Inc. provides a rich, fascinating, and fresh empirical venue for theories of identity and ethnicity in the U.S."--George Marcus, author of Ethnography Through Thick &Thin"An insightful and compelling account of Hispanic marketing and television as it becomes a significant force in U.S. corporate media. In its rigorous attention to the culture of mar

Publisher: University of California Press
Publish Date: 2001

Subjects: History / Latin America / General

This book is available in the following Community Centers: Raza Recource Centro (Location: Wall B, Shelf 2)