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Portrayals of Latinos in Magazine Advertising

A content analysis of U.S. magazine advertisements aimed at general audiences examines the frequency and nature of advertising portrayals of Latino Americans. To assess the nature of portrayals, Latino representation by product category is analyzed, as are the types of relationships and settings in which Latino American models are shown. Results suggest that Latinos are highly under-represented in magazine advertising. Implications of the low incidence of portrayals of Latinos are discussed.