Dr. Sabrina Segal

Barbie-like models seem to be qualified to sell everything from perfume in the U.S. to cars in Mexico. Look around: ads filled with pale-skinned, fair-haired lovelies with glistening blue eyes – not too Mexican.

Aspirational advertising, which seeks to associate products with the lifestyles of the wealthy and powerful, is often labeled as racist in Latin countries such as Mexico. But it’s ultimately considered pervasive by advertisers.

S2, a new ad agency in Mexico City, depicts real Mexicans enjoying life. "The aspiration lies in the image," says Eduardo Perez, the agency's founder. "Today's aspirations have to do with a more humane lifestyle and values shared by the rich and working class.

Advertisers don't realize that they would sell so much more if they chose real Mexicans. If the locals identify with your message, at least they'll try your product."

Change is on the horizon. More dark-haired children with varying skin tones are being featured in promotions throughout the country. Perhaps the next generation of consumers will become comfortable seeing their own faces in Mexican ads.

“What we look for is that people identify with and believe in the brand," says Maria Gloria Loaiza, account manager for Starcom Media Vest Group Mexico. "When the ad is not credible, neither is the product. Our babies have to be real world, they need to look Latino."

Nearly 500 years after the Spanish conquest of Mexico, the blonde-haired blue eyed European dominates advertising. Do you consider this to be acceptable? Are there ethical issues at stake? What are your general thoughts on aspirational advertising?

Photograph Credit:
Sabrina Segal