module 3: "How Mexican Advertising Featuring Rich White People Perpetuates Racism and Classism"

Question 1

summary of the video

Answer 1

• how mexican ads reinforce race and class inequalities by showing wealthy individuals as white and european looking, while darker skinned people as poor and lower class
• explaisn how media portrays stems from colonial history

Question 2

historical background of race and class in mexico

Answer 2

• mexico has had a racial hieracrhy where white people as seen as privileged, wealthy
• in todays society Tv series, movies portray this ideal

Question 3

describe how ads portray the ´ídeal´´mexican

Answer 3

• mexican companies use white-skinned models in ads to create an aspirational lifestyle.
• belive concumers will associate whiteness with success, more likely to buy products

Question 4

describe the racial and class divisions in beer ads

Answer 4

problematic compaigns:
1. tecate beer: featured three-white skinned woman on billboard with phrase “Buffet. It’s easy to be a man.
“–> sexist, classist
2. tecate world cup ad: also featured white men
–> while darker skinned people are featured on charity ads

Question 5

failed attempts to adress racism in mexican ads

Answer 5

• has been anti-racist campaigns but they still portray white-skinned models
• lacks real indigenous representation.

Question 6

key takeaways

Answer 6

1. mexican ads promote colonial-era racial hierarchies
2. aspirational ads use white models to represent success
3. darke skinned people are shown as poor
4. promoting diveristy fails as they still exclude real representtion