Race and Ethnicity in Advertising

J. Walter Thompson Company. Hispania Records, 1980-1985

Hispania was a division of the J. Walter Thompson Company, specializing in marketing communications and advertising to the North American Hispanic market. Founded in 1980, its clients and operations were folded into Mendoza Dillon & Associates upon WPP’s acquisition of JWT in 1988. This collection spans the years 1980-1985 and includes correspondence, marketing research, invoices, advertising strategy reports and other items. The companies represented include Bumble Bee, Burger King, Ford, Kraft, Sears, Ward Candy (Chunky Bar) and William Underwood. Some items of interest include contest entries for a campaign ran by the California Milk Advisory Board on a Hispanic radio station and articles related to SIN National Spanish Television Network.

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The John W. Hartman Center for Sales, Advertising & Marketing History is part of the David M. Rubenstein Rare Book & Manuscript Library at Duke University. Established in 1992, the Hartman Center holds an extensive collection of print and television advertisements, market research, industry reports, multimedia materials, and more, and facilitates the research of scholars and students interested in a diverse array of topics related to advertising and media.

This project seeks to showcase materials related to race and ethnicity in advertising in America. Focusing particularly on underrepresented racial and ethnic groups, this website serves as a research resource that highlights relevant materials through item and collection descriptions, images, and featured exhibits. Researchers interested in studying race and ethnicity in advertising can learn about and locate specific documents and collections by browsing this website. You can also find out how to search for related materials through our “Research Tips” page.

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