LA REPRESENTACIÓN ÉTNICA EN LA PUBLICIDAD ARGENTINA, BRASILEÑA Y MÉXICANA (2012-2014)/ETHNIC DEPICTION ON ARGENTINIAN, BRAZILIAN AND MEXICAN ADVERTISEMENT (2012-2014)

The research reflected in this text arises if there is in the discourse of Latin American advertising an ethnic representation consistent with their actual population race structure social reality. 274 advertising pieces are analysed here from: Argentina, Mexico and Brazil, all countries selected by their ethnic-cultural identity and the complementarity representation of the continent. Among the most important results indicate a prominent representation, it emerged that there is a striking representation of ads with European attributes wrapped with local symbols. In terms of formats, events represent more ethnicities against ads were presence is less significant. Regarding countries comparative, Mexico is the country that represents the more its ethnic groups and closer to social reality, unlike Argentina and Brasil, with advertising were indigene and afro-descendant population can be founded in a very reduced number of analysed pieces. The study main conclusion is the low representation of local ethnic groups in Latin America advertising campaigns and the direct relationship with the socioeconomic status.