Author: Bethany Evins-Ketron
Faculty Mentor: Susan Brown Eve, Department of Applied Gerontology, College of Public Affairs and Community Service & Honors College
Department and College Affiliation: Department of English and Department of Political Science, College of Arts and Sciences & Honors College
Bio: Bethany Evins-Ketron graduated in May 2008 with a Bachelor of Arts degree in International Studies. While at the University of North Texas, Bethany participated in a Study Abroad Program at John Cabot University in Rome, Italy. She is a member of Chi Omega Sorority and Alpha Chi Honor Society. In 2008, Bethany was honored with membership in Who’s Who Among Students in American Universities and Colleges. She is pursuing a career in nonprofit administration.
Abstract: This research examines the effectiveness of advertising techniques used in print magazines that target Mexican American consumers. These techniques were illustrated through the different ethnicities of the models and the languages used in the advertisement. The relationship between preferences of Mexican American consumers for ethnic representation in advertising and the subject’s level of acculturation was investigated. This research will help business firms market more effectively to the Mexican American target audience in the Dallas–Fort Worth region.