The Birth of the "Hispanic" Generation

  title={The Birth of the "Hispanic" Generation},
  author={Laura E. Gomez},
  journal={Latin American Perspectives},
  pages={45 - 58}
  • Laura E. Gomez
  • Published 1 October 1992
  • Sociology
  • Latin American Perspectives
The late 1970s witnessed the popularization of the term "Hispanic" to refer to Mexican-Americans and other ethnic groups of Latin American origin in the United States (Gomez, 1986). Although empirical studies are scarce, few would challenge the assertion that the label has become the preferred one in Madison Avenue boardrooms, Capitol Hill press conferences, and newsrooms across the nation. Between 1982 and 1984, advertisers increased their spending on what they call "the Hispanic market" by 72… Expand
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