Detail One Message, or Many? Ethnic Advertising   Oleh:  [s.n] Jenis: Article from Bulletin/Magazine Dalam koleksi: The Economist (http://search.proquest.com/) vol. 401 no. 8765 (Dec. 2011), page 45-46. Topik: Advertising; Minority & Ethnic Groups; Cross-cultural Society Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: EE29.69 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel America's minorities will eventually be a majority of the population: by 2045, according to the most recent census. Advertisers have noticed. Many now favour cross-cultural ads that emphasise what black, Hispanic and Asian-American consumers have in common. This approach is thought to work well with the young, who often listen to the same music, eat the same food and wear similar clothes regardless of their ethnic background. Yet some admen feel ethnicity remains relevant. "Every ten years we go through a rethink of targeted versus one voice," says McGhee Williams Osse, co-chief executive of Burrell, a Chicago-based agency specialising in the African-American market. She argues that ethnic origin is the key to people's identity, much more than education, income, religion, sex and sexual orientation. She would say that, of course. Getting the right ethnic perspective is tricky. Hispanics are a varied lot. An ad that delights Cuban-Americans may irritate migrants from Venezuela. Asians are hardly monolithic, either. Even the wittiest Korean catchphrases will provoke only bafflement in Chinatown. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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