Arts and Humanities Commons^™

Acculturation Effects On Preference For English And Spanish-Language Tv Commercials Among Hispanic Audiences Of Mexican Descent, John Burton

Open Access Theses & Dissertations

The growth of the U.S. Hispanic population and its purchasing power over the past twenty years continues to be monitored closely by corporate interests anxious to gain market share and brand loyalty of the segment that now represents the largest minority group in the country. Marketers continue to look for competitive advantages in effectively communicating targeted messages to Hispanics in order to increase revenues and profits.

This study focused on the historically dominant mass-reach medium of television and explored concepts of acculturation theory to examine the effects of acculturation sub-dimensions on TV commercial language preference and attitudes among Hispanic audiences …

Mexican Immigrants´ Foodways In El Paso, Texas, 1880-1960s: Identity, Nationalism, And Community, Juan Manuel Mendoza Guerrero

Open Access Theses & Dissertations

Although food for Mexican immigrants in El Paso has been through history, with their differences in time, a very important element of their culture, while site that has influenced identity, sense of nation and community, academic studies for this geographic area and for this specific group, are almost nil. This dissertation aims to contribute something to fill this gap. Here, it discusses the historical changes and continuities of Mexican food from 1880 to 1960s, during which time retention, cultural assimilation, and inventive were part of the many processes experienced for Mexican immigrants in their relation with food. The most important …