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Ethnic Advertising

Today diversity is the default, not the exception. “Minorities” are already the majority in some of the biggest cities in the United States, and demographers predict that the same will be true of the country as a whole before 2050.

Many now favour cross-cultural ads that emphasise what black, Spanish-speaking and Asian-American consumers have in common, which is an effective approach especially for the young. Ogilvy & Mather, a large ad agency, formed OgilvyCulture in 2010 as a unit specialising in cross-cultural marketing. They help brands communicate differences in such a way that they are not seen as borders, but rather bridges that allow people to cross-connect with one another.

Saul Gitlin of Kang & Lee, an agency focused on linking corporate America to the Asian-American marketplace, argues that recent Chinese and Korean immigrants are best reached with communications in their mother tongue. They are generally ignored by advertisers, which is a mistake, since he estimates that the median household income of Asian-Americans is some $10,000 higher than that of non-Hispanic whites.

David Burgos, co-author of Marketing to the New Majority: Strategies for an Integrated World, says that even if minority consumers are the new mainstream, advertisers still put ethnic ads into a separate budget-which tends to be cut first when the economy is bad. Only 7% of marketing dollars are spent on targeted ethnic campaigns; therefore, he thinks ad agencies need a more diverse staff.

By |2019-09-03T21:26:55+01:00January 5th, 2012|Blog|0 Comments

The Shining World of Elizabeth Taylor

On 13 December, a pear-shaped white pearl sold for a record $11.84 million at the “Collection of Elizabeth Taylor” auction at Christie’s in New York. Suspended from a Cartier necklace, the pearl had been estimated to sell for $2-3 million, but the figure shot up in fierce bidding, reaching the highest price for any pearl jewellery ever sold at auction.

The rare 50.6 carat pearl is known as La Peregrina, and it was discovered off the Gulf of Panama in the 1500s. It is believed to have once belonged to King Philip II of Spain and later to Spanish queens Margaret and Elizabeth. The latter wore it when Velasquez painted her 17th-century portrait. The treasure went into French hands in the 19th century when Napoleon’s brother, Joseph Bonaparte, briefly ruled Spain.

The Hollywood legend was renowned for her love of diamonds and emeralds and received many as gifts from her twice husband Richard Burton. It was Burton who bought her La Peregrina for $37,000 at auction, outbidding a member of the Spanish royal family. The star of Cleopatra died in Los Angeles in March at the age of 79, and part of the proceeds of the auction will go to The Elizabeth Taylor AIDS Foundation, which she established in 1991.

By |2019-09-03T21:26:55+01:00December 28th, 2011|Blog|0 Comments
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