Professional Documents
Culture Documents
ADV 483
Book Review
Assignment 2
Juan Faura the author of The Whole Enchilada gives an overview of the Hispanic culture
and tactics to use to understand the Hispanic consumers in the United States. The book is based
on personal experience, ethnography, primary and secondary research. The forward and preface
indicate that the author’s purpose of writing the book is to help teach small business people how
to market to and understand the U.S. Hispanic consumer. The overall view of the background
and credentials of Juan Faura, are for about seventeen years he has worked on specializing in
marketing to the Hispanic market. Besides working in the Hispanic marketing industry for so
many years he has also gained personal experience throughout his life working with Hispanics in
ordinary jobs and knowing what it is like to be a Mexican and Puerto Rican American in the
United States. The author’s approach to the Hispanic market is as a consumer and researcher,
someone who has personal experience as well as gone into the field to analyze the Hispanic
cultures. Juan Fuara’s basic premises in The Whole Enchilada are to address how to successfully
reach the United States Hispanic audience but first also understanding and knowing how to
approach the Hispanic cultures. Most importantly, noting that there are various segments in the
Hispanic market that need to be marketed differently in order to reach that particular Hispanic
market.
My critical evaluation of The Whole Enchilada is that I do believe that the Spanish-
dominant, bilingual and English-dominate Hispanics need to be targeted in their own way
because advertisements appeal differently to each Hispanic group. The Hispanic market as a
whole may have some things in common but have different ways of thinking and lifestyles. Each
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ADV 483
Book Review
Assignment 2
chapter makes a valid point about the Hispanic market and answers questions that may arise as
you read along the chapters. I also like how the author is writing from a consumer point of view
and not from the marketing industry side because it creates more credibility. The criteria I am
a full service Hispanic advertising agency and the knowledge I have gained from reading The
Whole Enchilada.
The themes emerged from Juan Faura’s basic premises are the eight laws of the Hispanic
Universe, the difference between translation vs. adaptation, the cultural boomerang effect, and
the Hispanic youth as its own individual segment. These topics relate to one another by,
knowing and comprehending the eight laws of the Hispanic Universe you will understand the
importance between translating and adapting new words to an advertisement. Then the cultural
boomerang effect will help to inform marketers where the cultural level the Hispanic consumer is
The Eight Laws of the Hispanic Universe sum up the general Hispanic market pretty
well. Some of the laws that stood out to me were number three, five and six. When I read law
number three I couldn’t help but giggle because it is so true. No matter the appetite you have
while you are at your Hispanic friend’s house or even family you cannot say no to a plate of
food. Refusing to accept the plate is not polite. Number five says, “Intellect and Emotion are
partners who do not speak the same language. Emotion is the key to our hearts.” Hispanics are
emotional people, not to mention sometimes dramatic. Even if you do not speak the same
language, just a simple genuine smile you can win the person’s heart. Law number six is also
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
very true about family always coming first before anyone else. Hispanics are very united to their
family and have typically large extended families. For example, from in class handouts
daughters normally do not move out from home until marriage and Hispanic families do not
really believe in retirement homes. Overall, placing the Eight Laws of the Hispanic Universe at
the beginning of the book was a good idea. The laws give a general overview of some of the
values and personality traits Hispanics hold which enables the reader to have a better
understanding on how each topic in the chapters play an important role in the Hispanic culture
and market.
The author does a good job conveying factual material as well as personal perspectives.
Also, solutions to a problem offered are believable and promising. The author Juan Fuara also
brings up good points in chapter eight on how to communicate with the Hispanic consumer even
if you do not know Spanish. For example, the Jason Miller story in the book proves that small
business owners who do not know Spanish can still successfully attract Hispanic consumers. Mr.
Miller places advertising signs of well known Hispanic products in front of his store to attract
Hispanic consumers. Once inside Jason Miller tries to speak Spanish to his customers, which
makes the Hispanic consumer more welcomed to the store. Juan Fuara gives good pointers on
when to use the word “tu” y usted”. It is really important to use the word “usted” instead of “tu”
when talking to someone because it expresses respect and especially towards your elders. The
more you practice and try to speak Spanish you will learn how to understand the Hispanic culture
and consumer.
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
In Chaper five Spanish, English, or In-Between highlights good points along with
translation and adaptation. In the United States there are two types of Hispanics, U.S. born and
foreign-born. Which means that when you advertise to Hispanics you are reaching Hispanics
who are bilingual and prefer English or those that speak Spanish can understand English but
prefer Spanish. I agree with Juan Faura when he says that translations are about words and
adaptation is about ideas. As learned from the readings and in lecture when advertising to the
Hispanic market you cannot just translate an English advertisement into Spanish because the
Hispanic market have a different culture view. When making advertisements in Spanish I think
research is needed on the culture and target market in order for the advertisement to be effective.
Some translations in Spanish may be taken the wrong way or not have the same significance as
in English. This is why it is important to have a professional translator, translate not only words
Chapter six illustrates a very important part in understanding the Hispanic market.
Hispanics foreign-born or those born in the U.S. go through acculturation (the person holds both
native and new culture), retro-acculturation (the person wants to practice their native culture
instead of the new culture) and/or assimilation (when the person forgets about their native culture
and adopts the new culture). According to the Cultural Boomerang Effect, Foreign-born
Hispanics experience acculturation for the first several years then towards thirteen to sixteen
years of living in the U.S. the individual goes back to Retro-acculturation. The U.S. Born
Cultural Boomerang Effect indicates that at the age of four to six Hispanics begin to acculturate
and then at around the age of seventeen to nineteen they begin to go through Retro-acculturation.
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
Another interesting point that Juan Faura makes is when Hispanic teenagers go through their
stage of figuring out whether or not they want to be Hispanic and changing their names so it
sounds more American. I myself as a Mexican-American can say that I went through the same
during my teenage years. I went through a stage when I wished my name sounded more
American, I would ask my mom why she picked my name and not a more common name. I also
began to distance myself from my heritage and chose to only speak English. As I have grown a
bit older I have realized I like my name and for the fact that it is uncommon. I have also realized
the importance of continuing to learn and be proud of my heritage and to speak Spanish.
The Hispanic youth is the upcoming audience for marketers and advertisers. It would be
a great benefit to marketing and advertising companies to target Hispanic Youth because the
Hispanic population keeps increasing. Even though, the Hispanic youth does not make-up the
majority of the Hispanic population it is important to target them at a younger age because
Hispanics are known to be brand loyal according to Juan Faura. So, as the Hispanic Youth
continues to grow-up they become brand loyal to products and pass it down.
According to Juan Faura Hispanic teens should be considered a separate, different market
from the U.S. Hispanic market. I concur that even though Hispanic youth come from Hispanic
culture backgrounds they cannot be targeted the same as the Hispanic segment. Also, the
Hispanic youth cannot just be targeted with the general market campaigns because I think it
depends on their level of acculturation. Hispanic youth are exposed to both English and Spanish
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
One part of the book that I came across to have mixed feelings about is on page nine
where Juan Faura says that most people prefer being called Hispanic but are not offended when
called Latino. I personally agree with his logic, however, from my own experience I have come
across many people on and off campus who find it offensive to be called Hispanic and prefer
being called Latino. When I have referred to those who like to be called Latinos as Hispanic
they have given me long lectures about how we should be called Latino and not Hispanic.
In conclusion the work is objective according to the author Juan Fuara’s purpose. The
work maintains a well stated and implied focus. The author does not present extraneous
material. On the contrary Juan Fuara presents very valuable media information. For example,
demographics of the top thirty Hispanic markets in the United States. He does not exclude or
ignore relevant information. He touches base on everything that may come to mind when
discussing a topic. The author has achieved an overall well purpose of the book. However, I
would have liked to learn more about trends or the way Hispanics think. For example, I really
like the fact that he included letters from people about their thoughts on the Hispanic market. The
contribution that his work makes to an existing body of knowledge is that information that the
reader may have assumed to be true was confirmed or proved wrong. Some suggestions I have
for the future research in the area of this Hispanic market are to figure out what “Hispanics” truly
like to be defined as Hispanics or Latinos. Reading the book The Whole Enchilada has
demonstrated to me that the Hispanic market is only growing and that marketers can really
benefit from this market if they approach Hispanics in a strategic way tapping into the cultures
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
Media Analysis
The magazine specifically aimed at the audience discussed in the book is People En
Español. The media content in People En Español contains articles about celebrities. The
magazine is similar to People magazine, however, with Spanish celebrities and in Spanish
language. Some of the advertisements are in Spanglish, meaning the content of the advertising is
mix with Spanish and English. Also, two of the advertisements are in English. The magazine’s
target market is married women with children and single women in their mid-twenties. They are
of middle –class income, trendy, like gossip, homemakers both acculturated and retro-
acculturated. The magazine is appealing to both Hispanics who are bilingual and Spanish-
dominant.
The amount of advertisements the magazine contains are similar to that of the English
version of People. There is a page presented by Dior giving dips on how to apply the makeup for
the stylish look. Then there is another page just promoting the latest new products. There are
eight pages with pictures of celebrities taken by the paparazzi. The next section is gossip about
the good and the bad about the celebrities from a reporter. Then there is a two page spread
showing pictures of the five best dressed actresses. There are pages of pictures of models with
the latest fashion designer dresses. There’s another section where four judges critic what women
celebrities poorly wore to events. Another section in the magazine is a health article on the
myths and the truths of organic products. There is also interview article with Juanes, a famous
Columbian artist who is returning to the music industry. The next article is about Candela y
Khotan Arden who are celebrities that are talking about their relationship. The next section in the
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
magazine is about the sexiest men, where there is a blurb about their age and the reason why they
were selected has one of the sexiest celebrities. Towards the end of the magazine there are
horoscopes. There are various topics in the magazine, gossip, music, health, horoscopes that
Music is a popular theme in the magazine. There are advertisements that advertise
concerts, a sound track and dancing event all related to Hispanic music. The advertisements for
the skin products show concern for maintain healthy and anti-aging skin. The hair products
focus mainly on straight shiny and anti-freezing hair. The make-up colors in the advertisements
are similar by advertising red tones and or neutral tones leaning towards a tan look.
The material in People En Espanol relates to the information provided in the book by
targeting Hispanics who are acculturated and even less acculturated in a form of adaptation. The
adaptation is creating the idea similar to People magazine however targeted towards Hispanics in
Spanish. The advertisements in the magazine are not translated from English into Spanish. Some
of the advertisements are keep in English but the ideas are in Spanish to appealing to those
Hispanics who are close their culture yet at the same time close to their new culture.
Cosmetic:
• LORÉAL - High Intensity Pigments Eye Shadow
• Clinique – lipstick
• OPI – nail polish
• Dior – through Macy’s
• Ralph Lauren Romance – women’s fragrance
• Maybelline – lipstick
• Revlon – Ice shadow, eyeliner and mascara at Wal-Mart
• Calvin Klein- Men’s fragrance at Macy’s
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
Hair Products:
• GARNIER – sleek and shine
• Head & Shoulders – Shampoo
• Pantene Pro-V – Shampoo, Conditioner – Always Shiny Collection
• Pantene Pro-V – Shampoo, Conditioner – Always Extra Straight
Skin Products:
• Aveeno – Daily Moisturizing Lotion
• Aveeno – Clear Complexion Foaming Cleanser
• OLAY – body wash
• AVON – Age Repair Elixir
Feminine Products:
• Always – pads
Clothing
• The Children’s Place
• Target 2 advertisements (1 about mothers and the other a clothing line)
• INC International Concepts at Macy’s
• Fruit of the Loom – under garments
Shoes:
• Payless
Watches:
• CITIZEN ECO-DRIVE
Vehicle’s
• Chevy - HHR
• Volvo - S80
• Chrysler – Town & Country
• Nissan – Rogue
• Toyota – Highlander
• GMC – ACADIA
• Jeep – Liberty
• Honda- Civic
• HYUNDAI
• Ford - promoting the cure for cancer
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
Cellular Phones
• Verizon Wireless – MOTO Q
• TRACFONE – Prepaid cellular phone
• AT&T – People En Español on the phone internet
Beverages:
• Got Milk? Chocolate Milk
Food
• Nestle – Maggi (Insert and advertisement)
• Yoplait – YO Plus Digestive Health yogurt
• McDonald’s – Monopoly game
Movie:
Television Shows:
• Ugly Betty
Environment
• Energy Star
Books
• MOSAICO – Insert to order books
Music:
• Feel The Noise – movie sound track
• Ballet Hispanico –Dance
• Jennifer Lopez and Marc Anthony –concert
• Fiesta 2007 – sponsored by Dodge – concert
Cleaning Products:
• Pine Sol
• Dawn Plus with Power Scrubbers
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
• Clorox
• Glad – Force Flex garbage bags
Cable:
• Direct TV – promoting the music channels on Direct TV
Insurance
• State Farm Insurance
• Farmers Insurance Group (celebrity endorser)
Ad Council:
• PTA.org advertisement
• Homeland security advertisement
Family Awareness:
• U.S. ARMY
• Anti-Drug Ad
Stores
• Wal-Mart – prescription
Vacation:
• ORLANDO – attracting families to the website
Health:
• GlaxoSmithKline
As mentioned earlier the only two fragrance advertisements in People En Espanol are mainly
in English. Calvin Klein MAN is all in English except for in small writing; in Spanish it says a
new fragrance. The advertisement displays an attractive built man with no shirt on which is
appealing to women. The Ralph Lauren Romance is all in English and shows a man and woman
dressed classy. The man is bending the women backward while kissing her chest. Both of the
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
advertisements are similar by being seductive and both well known name brands which appeal to
Hispanic consumers. The advertisements may appeal to the more acculturated Hispanic women.
I also observed that there are ten vehicle advertisements. The majority are trucks appealing to
women with families. The lecture handout “Marketing to American Latinos” states that
Hispanics buy American products which explain why the majority of the vehicles being
advertised are American vehicles. Even Volvo which is an exported vehicle is advertised but the
vehicle is known to be one of the top safety vehicles to drive, hence appealing to families.
Although, I am not quite sure why there are so many vehicle advertisements when in social
The State Farm Insurance ad is displaying three men playing soccer while the Farmers
Insurance Group has a well known Hispanic actor as their endorser. The two insurance
advertisements use different tactics to grab the reader’s attention; State Farm is using soccer, the
number one favorite Hispanic sport to grab the reader’s attention and Farmers Insurance is using
The cleaning products advertised are very family oriented. Some of the ads display just
the product and a child or two daughters explaining and targeting the mother about the
importance of maintaining a clean home. From my own personal experience I have developed
the mindset of always maintaining a clean home from watching my grandmother and mother
The got milk? advertisement with Lili Estefan is an effective advertisement towards
mothers because she is a well known and respected celebrity in the Hispanic realm. The Whole
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
Enchilada states that Hispanics trust celebrities when they endorse products. Lili Estefan is
endorsing the chocolate got milk? Advertisement with her children and the content is straight to
the point. The advertisement gives off a vibe of a loving mother with her son and daughter
smiling while holding a chocolate milk glass bottle in their hands. The “got milk?” is in English
along with the glass bottles the children are holding says lowfat chocolate milk. The
advertisement also includes an article which Lili Estefan specifically gives advice to mothers
about chocolate milk being the secret weapon to maintain your children with sufficient calcium
and nutrients. The advertisement and article express concern for children’s nutrients in a fun,
outgoing matter. The ad conforms to strategies suggested in the book. One personal insight I
have on the creative strategy is the advertisement should display the brand of the product besides
the campaign “got milk?”. The reader obtained a visual of what the product packaging looks like
but there is no brand on the advertisement and Hispanics like to use brand products.
Seven different types of Jeep’s are facing towards the reading in a circle. Beneath the Jeep’s is
the name of the model vehicle in English. The advertisement is very simple and straight to the
point. The slogan for Jeep is in Spanish “Esto es libertad” and in English it means “This is
Liberty”. In the middle of the two-page spread it says in Spanish, “De tin marín de do pingüé,
cúcara mácara títere fue.” The saying is like the “bubble gum” song children say when they
touch everyone’s shoe as a process of illumination until the last person is picked to know who is
hiding and who the seeker is. The saying above in Spanish is what children and even during my
mother’s childhood they would say when they needed to pick the person who was going to be
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Myrna Villarreal
ADV 483
Book Review
Assignment 2
“it”. So the advertisement is conveying that there are so many choices in model vehicles that,
that is liberty; the freedom to choose which vehicle you would like. I really enjoyed the ad
because it reminded me of when my mom use to say the saying to me joking around when I was
a child. The jeep advertisement conforms to the strategies suggested in the book by really
focusing on the Hispanic culture. The advertisement is not just a translation but more of an
adaptation.
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