Assumed Similarity: A Potential Mistake in Hispanic Marketing

Moises is only seventeen years old and lives in Quincy, Florida. He has not been a Florida resident for a long time. He comes from a broken home in Texas. His mother decided to leave Moises’ father and move to Florida where her sister was living. Moises has adapted very well to his new environment, however, his previous experience in Texas has led him to look for his Tex-Mex roots. He has recently started to play the accordion and pay more attention to programs that feature banda music or pasito duranguense music. In this music, Moises finds a way of still being connected to his father, who also plays the accordion.

Like many other teenagers, Moises is also exposed to mainstream mass media such as MTV and his I-pod has an eclectic selection of Tex-Mex music and pop. He has recently shown interest in joining the army as a way to gain the respect of his friends and family, but his strong interest in music has counteracted that feeling. Respect usually plays a central role in the development of young Hispanics like Moises; his main role models that he has acquired through television are either famous norteño singers or war heroes. The idea of wearing a uniform is perhaps the drawing force inside Moises, whether it is the uniform of a musical band or an army uniform, the need for belonging and respect are tied together.”*

*From: http://hispanicad.com
Traducido: usando Google o Altavista/Babel Fish

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