Advertising Issues in Multicultural Markets, University of Texas, Austin

1. Barna, L. M. (1994). Stumbling Blocks in Intercultural Communication. In Samovar, L. A. and Porter, R. E. (Eds.). Intercultural Communication: A Reader. 7th Edition. Belmont, CA: Wadsworth Publishing Company, 337-346. (Handout in Class)

2. Sivy, Michael (1997). What America Will Look Like in 25 Years. Money, October, 98-102,105-107. (Handout in Class)

Topic: What is a Multicultural Society? (week of 01-23-01)

1. Tharp, Marye (2001. Chapter 1: The Marketing Environment in a Multicultural Society. In Marketing and Consumer Identity in Multicultural America. Thousand Oaks, CA: Sage. Copy of the author

2. Geoffrey Meredith and Charles Schewe, "The Power of Cohorts," American Demographics. December 1994, pp. 22-27, 30-31.

Topic: Consumers in a Multicultural Society (week of 01-30-01)

1. Lance Strate, "Beer Commercials: A Manual on Masculinity," in Steve Craig, ed. Men, Masculinity, and the Media. Newbury Park, CA: Sage Publications, 1992, pp. 78-92

2. Tharp, M. (2001). Chapter 2: Consumer Identity in a Multicultural Society. In: Marketing and Consumer Identity in Multicultural America. Thousand Oaks, CA: SAGE. Copy of the author. (Handout)

3. Lee, R. A. (1997). The Youth Bias in Advertising. American Demographics, January, 47-50. (Handout in Class)

Topic: What is American Culture? (week of 02-06-01)

1. "Dominant United States Cultural Patterns," in Fred E. Jandt, Intercultural Communication: An Introduction. Thousand Oaks, CA: SAGE, 1995, 211-232.

2. Hammond, J. and Morrison, J. (1996). The Stuff Americans Are Made Of. (pp. 1-33, "On Your Mark, Get Set, Go") New York: MacMillan.

Topic: Marketing & Communication Strategies for Multicultural Markets
(week of 02-13-01)

1. Tharp, M. (2001). Chapter 3: Marketing in a Multicultural Setting. Marketing and Consumer Identity in Multicultural America. Thousand Oaks, CA: SAGE. Copy of the author.

Topic: US Latinos (week of 02-20-01)

1. Tharp, M. with Bromley, E. (2001). Chapter 5: US Latinos: Fastest Growing Ethnic Group. In Marketing and Consumer Identity in Multicultural America. Thousand Oaks, CA: Sage.

2. Domenech Rodriguez, M. M., Slater, M. D., and Beauvais, F. (1997). Beer Advertising to Latino Youth: The Effects of Spanish- vs. English-Language Targeting. In, Biagi, S. and Kern-Foxworth, M. Facing Differences: Race, Gender, and Mass Media. Thousand Oaks, CA: Pine Forge Press.

3. Account Planning Case & Advertisements by Bromley, Aguilar + Associates: "Making Bud Light 'Latino'"

Topic: Generations X & Y (week of 02-27-01)

1. Speer, T. L. (1998). College Come-ons. American Demographics, March, 41-45.

2. Neuborne, E., with K. Kerwin (1999). Generation Y, Business Week, February 15, 80-84, 86, 88.

3. McCarthy, M. (1998). Stalking the Elusive Teenage Trendsetter, Wall Street Journal, November, 19, B1, B10.

4. Zollo, P. (1999). Teens, Products, and Brands, from Wise Up to Teens. New Strategist Publications.

5. Springen, K., A. Figueroa, N. Joseph-Goteiner (1999). The Truth about Tweens, Newsweek, 62-69, 71-72.

6. Special Report: Kids (1999). Mediaweek, February 1, 31-50.

Topic: African Americans (week of 03-20-01)

1. Williams, J. and Tharp, M. (2001). Chapter 6: African Americans: Ethnic Roots, Cultural Diversity. In Marketing and Consumer Identity in Multicultural America. Thousand Oaks, CA: Sage.

Topic: The Mature Market (week of 03-27-01)

1. Tharp, M. (2001). Chapter 4: The Mature Market: Fastest Growing Subculture. In Marketing and Consumer Identity in Multicultural America. Thousand Oaks, CA: Sage.

Topic: Asian Americans (week of 04-03-01)

1. Furuichi, S. LaFerle, C. Lee, W. and Tharp, M. (2001. Chapter 8: Asian Americans: In Search of the 'American' Dream. In Tharp, M. Marketing and Consumer Identity in Multicultural America. Thousand Oaks, CA: Sage.

Topic: The Gay Market (week of 04-10-01)

1. Tharp, Marye (2001). Chapter 7: Sexual Orientation as Community Boundary. In Marketing and Consumer Identity in Multicultural America. Thousand Oaks, CA: Sage.

Topic: Other Cultural Groups in our Evolving Multicultural Society
(week of 04-17-01)

1. Dawn O. Braithwaite, "Viewing Persons with Disabilities as a Culture," in Larry A. Samovar and Richard E. Porter. Intercultural Communication: A Reader. 7th Edition. Belmont, CA: Wadsworth Publishing Company, 1994, pp. 148-154.

2. Leslie Lampert, "Fat Like Me," Ladies Home Journal. May 1993, pp. 154-155, 214-215.

3. Alba, R. D. (1990). Ethnic Identity: The Transformation of White America. (Ch. 8: The Emergence of the European Americans, pp. 290-319). New Haven, CT: Yale University Press.

Topic: Ethical Issues in Multicultural Marketing (week of 05-01-01)

1. Turow, J. (1997). The Dark Side of Target Marketing, American Demographics,19 (11), November, 51-54.

2. Hatlevig, T. (1995). Internet Demographics cause Recruiting Headaches, Personnel Journal. 74 (9), September, 157-158.

Dr. Marye C. Tharp