As a member of an ethnic group, it is easy to spot when the culture you grew up in is being fed back in a diluted and washed out form. For example, ads featuring Hispanics in cliché positions such as maids, or box boys do not exactly appeal to the flavor of the culture. Even worse, ads featuring talking Chihuahuas, salsa music and hot-blooded Hispanics do not exactly fit either (they are borderline offensive). So what is the right way to market to an ethnic demographic without turning them off?

The university has kicked off a new endeavor with its bachelor’s of business administration with a focus in Hispanic marketing and, like anything the university partakes in, it is an opportunity to do the right thing. The hopes are that this program will be a groundbreaking study, which fits into the mission of the university.

The reality is, for this program to succeed there has to be an honest and respectful look into the Hispanic culture. This university has a majority of Hispanic students, and there is no better place for this program to occur. Yet, the program should not slip into some of the traps associated with ethnic marketing.

For example, the ads for the university, which are displayed in theaters, television, and radio, represent some of the clichés mentioned above. A blaring trumpet and a Hispanic announcer do not necessarily paint an accurate portrait of the university. Yes, there is a large number of Hispanics at the Lake, but they are not the only students. The cultural attitude (mainly the Hispanic culture) expressed in the now infamous “Cultural Attitude, Maximum Aptitude” slogan represents only a slice of what is actually at the university. This is Hispanic marketing gone wrong.

Even worse, what happens when businesses take advantage of the Hispanic culture and use it for profit? People who are not familiar with Hispanic cultures have a deconstructed view of the most beautiful aspects in the cultures. As Graciela Sanchez, executive director of the Esperanza Peace and Justice Center, and Gloria Ramirez, editor of La Voz de Esperanza, mention there are drawbacks to larger businesses marketing toward this demographic, such as big corporations making profits off of small business products.

These valid points should go into consideration when teaching Hispanic marketing at this university. Our mission states the University will “graduate individuals who are competent and committed to service.” Ideally, this would mean that those graduating with a B.A. in Hispanic marketing would look into troubleshooting some of the drawbacks mentioned.

There is not a better time for a decent portrayal of Hispanics in the media. The face of America is changing and so should the way marketing occurs. This program promises to teach students an ethical way to practice marketing and that is a positive move in the right direction, the hope is that it will stay in that direction.