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Juan Tornoe
Austin, TX
Helping businesses and advertising agencies craft messages that will resonate with the Hispanic Community.
Recent Activity
November, 2010 By Juan Tornoe Options, options, options…. Americans have become used to being bombarded with a plethora of options. For first generation Hispanics, becoming victims of over-choice is a new, and oftentimes overwhelming experience. Let’s take Tylenol as an example. Generalizing, in Latin America, you’ll easily find Regular Strength, Extra Strength, Children’s and Infant’s. Now in the good ol’ U.S. of A. you don’t only get these, but you also have the following to choose from (a non-exhaustive list): 8 Hour Muscle Aches and Pain, Arthritis Pain, Sinus Congestion & Severe Pain, Sinus Congestion & Pain Daytime, Sinus Severe... Continue reading
Posted 2 days ago at Juan Tornoe
August, 2015 Source: Law Offices of Bukh & Associates THREE SURPRISING FACTS ABOUT LATINOS 1. Latino Immigration Declined Under Obama’s Anti-immigration Policies The same stereotypes prevail in America where most Latinos are depicted as poor. American media dismisses anything that doesn’t fit into the stereotype, and developing nations such as Chile, Uruguay, and Costa Rica have little to no crime. 2. Latino Family Values Show up in Vacations 67% of Latinos spend their vacations with their families. If one vacation isn’t enough, they take two. The survey showed that over 75% of Latinos take more than one vacation per year.... Continue reading
Posted 2 days ago at HispanicTrending
Noviembre, 2010 Por Juan Tornoe Al lanzar una campaña publicitaria o un anuncio por sí solo, muchas veces caemos en la tentación de sencilla y simplemente decir lo que esperamos que los clientes potenciales hagan/piensen/sientan, en vez de tomarnos el tiempo de demostrarlo. Es la diferencia entre informar y persuadir. Aún más, poniéndose usted en los zapatos del consumidor que está siendo expuesto a un mensaje publicitario cualquiera, ¿cuántas veces ha tomado como una verdad absoluta o una realidad inquebrantable una declaración escueta y sin respaldo de parte de un anunciante? Sea paciente y tenga confianza en su habilidad –... Continue reading
Posted 3 days ago at Juan Tornoe
August, 2015 Source: Law Offices of Bukh & Associates Stereotypes Representations of Latinos are found in America mass media, literature, theater and other creative expressions. White Latinos, Asian Latinos, and Black Lations are overlooked in the American mass media. American social perceptions, where being “Latino” is incorrectly given a racial value, usually mixed-race, such as Mestizo or Mulatto. “Latino” is an ethnic grouping that is comprised of many races while, in turn, mixed-race and white, American Latinos are overrepresented and admired in the US mass media. In the Media Writing for the National Association of Hispanic Journalists, Serafin Mendez-Mendez reported:... Continue reading
Posted 3 days ago at HispanicTrending
Septiembre, 2010 Por Juan Tornoe Las noticias informan, la literatura entretiene, la publicidad persuade. El objetivo principal de la publicidad es capturar la imaginación del consumidor por medio de un pensamiento más atractivo que el que actualmente ocupa su mente. A continuación procede a crear una imagen mental de éste haciendo lo que usted quiere que haga. Para finalmente persuadirle a tomar dicha acción una y otra vez. En esta sociedad inundada con mensajes de todo tipo que bombardean nuestros sentidos las 24 horas del día, debemos primero capturar la atención del consumidor. La pregunta es, ¿Cómo logramos esto? Algunas... Continue reading
Posted 4 days ago at Juan Tornoe
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August, 2015 Source: Law Offices of Bukh & Associates Continue reading
Posted 4 days ago at HispanicTrending
August 29, 2015 By David Martin Davies After World War II, Mexican American veterans returned home to lead the struggle for civil rights. Many of their stories have been recorded by the Voces Oral History Project founded and directed by Maggie Rivas-Rodriguez at the University of Texas at Austin School of Journalism. In her new book “Texas Mexican Americans and Post War Civil Rights Rivas Rodriguez tells the stories of three lesser known battles in Mexican American civil rights in Texas. Rivas Rodriguez recounts the successful effort led by parents to integrate the Alpine, Texas, public schools in 1969—fifteen years... Continue reading
Posted 5 days ago at HispanicTrending
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Augus 29, 2015 By Martin Espinoza Robert Montes remembers when he was the “only Mexican kid” in Cloverdale, back when Latinos were a much smaller share of Sonoma County’s population. The 44-year-old, first-generation Mexican-American said the term “Mexican,” for many in Sonoma County, still elicits an image of someone who recently crossed the border and works in the fields. When Montes tells people he’s “Mexican,” some respond by saying he’s not like every other Mexican. “It’s like, ‘why not?’ ” he said, noting that he speaks Spanish and eats Mexican food “like all my raza,” using the Spanish word for people.... Continue reading
Posted 5 days ago at HispanicTrending
August 30, 2015 Via Twin Falls Times-News The city and school districts of Jerome are taking unprecedented steps to engage a rapidly growing Hispanic community – the fastest growing in the Magic Valley. But Hispanics here say the government isn’t doing enough to bridge the divide. Many Hispanics, especially in the Stoney Ridge subdivision where a 2-year-old boy was hit by a car and died last year, distrust the police. Authorities say crimes go unreported. Hispanic business owners sometimes aren’t aware of city building codes. And the school district struggles to keep Spanish-speaking parents informed. With a third of the... Continue reading
Posted 5 days ago at HispanicTrending
August 30, 2015 By Norman Rozeff A minor skirmish warrants recording. On March 15, 1864, a force of 25 men of the 2nd Texas Cavalry (U.S.) — as opposed to and not to be confused with the 2nd Texas Cavalry (Confederate States of America) — had ridden from Brownsville and were in the vicinity of Charles Stillman’s Santa Rosa Ranch, about three miles east of present-day Sebastian, Texas. They may have been on a mission to secure cattle (beeves) to bring back to Fort Brown to provision the Union troops stationed there. In any event, the party under the command... Continue reading
Posted 5 days ago at HispanicTrending
July, 2010 By Juan Tornoe Oftentimes people mistake Hispanic marketing for Spanish marketing. Even though the United States is the second largest Spanish-speaking country in the world, there is at least 36% of the Latino market that is English-dominant (14% of the Hispanic market only speak English); more than 1 in 3 Hispanics live in English. There is another 10% of the market that is fully bilingual and there is at lease another 32% who even thought they speak mostly Spanish they do understand some English. All these numbers leave us with only 22% of Hispanics who don’t know any... Continue reading
Posted 5 days ago at Juan Tornoe
August 30, 2015 By Oliver Morrison When Nataly Montes de Oca, 25, showed up at Wichita State in the fall of 2013, her life was divided into two activities: going to work and making a home for her 2-year-old son. It had been five years since she graduated from high school, and she had to relearn how to be a student. She found the grind of college work and a full-time job difficult. But toward the end of her first semester, she met a group of Latina students in the Hispanic American Leadership Organization on campus and formed a bond.... Continue reading
Posted 5 days ago at HispanicTrending
August 29, 2015 By Hugo Balta Hablar español en Los Estados Unidos no es un lujo, si no una necesidad. If you didn't understand the previous sentence then you're at a disadvantage on many fronts. And before you get on a soap box and start preaching about how "this is America! Learn the language…speak English!", stop. Just. Stop. Many people stopped listening to that "English Only" gibberish of the previous decade a long time ago; most of them coming from corporate america. I was shopping with my wife at the Wal-Mart in my Central Connecticut neighborhood when I noticed a... Continue reading
Posted 5 days ago at HispanicTrending
August 28, 2015 By Celia Fernandez The Latin American Music Awards will be the first-ever Spanish language award and it is modeled after the American Music Awards. The show will be broadcast Oct. 8 on Telemundo. The nominees for the LAMAs will be announced on Sept. 2 and it features 20 categories with fans voting for their faves. The nominations for the awards are based on fan interactions with music like (but not limited to) airplay, streaming and social activity tracked by Billboard and sales. The company behind this new award show is Dick Clark Productions and it's the first... Continue reading
Posted 5 days ago at HispanicTrending
August 2015 Source: Law Offices of Bukh & Associates Hispanic Immigrants: As Bad As Some Want Them to Be? When he announced his candidacy for the American presidency, Donald Trump delivered remarks that have echoed across Mexico. “They are bringing drugs. They are bringing crime. They’re rapists,” Trump said. While the rest of the candidates are finding their footing as they try to court the Latino vote, Trump managed to galvanize the disparate populations of Mexico, both social and political. While the dustup over his comments may have hurt some of Trump’s business relationships, that don’t appear to have bruised... Continue reading
Posted 5 days ago at HispanicTrending
August 28, 2015 By Anna Lisa Raya From the moment he stepped up to audition for John Ridley’s anthology series American Crime, for a role that on paper was familiar to him, Richard Cabral hoped to bring new light to a Latino archetype often misaligned in the media. As Hector Tontz, the gang member implicated in a vicious, drug-related murder, Cabral did just that, and in the process earned a Supporting Actor in a Limited Series or Movie Emmy nomination. Hector is one of the few characters at the end of Season 1 to get a happy ending. He’s a... Continue reading
Posted 5 days ago at HispanicTrending
August 28, 2015 By Griselda Nevarez Migrants who cross the U.S.-Mexico border every year leave behind evidence of their journey: backpacks, shoes, clothes, water jugs, toiletries and medicines. The items are eventually forgotten and left to deteriorate, but not by artists, like Valarie James, who've turned them into works of art. James and several artists created three sculptures called "Las Madres" using materials left behind by migrants. One sculpture is made out of jeans, the other of khakis and the third of burlap. There are other artists like James who draw inspiration from objects that migrants leave behind during their... Continue reading
Posted 5 days ago at HispanicTrending
August 28, 2015 By Cydney McFarland Hispanics in the United States visit the doctor less than any other racial or ethnic group. According to a study by the Census Bureau in 2010, 42 percent of Hispanics didn't see a doctor in the last year. A lack of health insurance along with language and cultural barriers cause many Hispanics to delay treatment. Hispanics suffer from chronic diseases such as diabetes, heart disease, arthritis and asthma at higher rates and are also more likely to be uninsured. These issues are even more prevalent in undocumented immigrants. In the U.S., Hispanics are almost... Continue reading
Posted 5 days ago at HispanicTrending
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August 28, 2015 By J. Weston Phippen Last year, a wealthy Dominican sugar-baron family invested $3.5 million to help fund an organization that would advocate on behalf of Dominican-American voters in the Northeast. That organization, Dominicanos USA, has since registered nearly 80,000 voters. Most recently, the organization released what it calls a "first-of-its-kind" report that asks Dominican-American voters a simple question: What issues do you care about? Dominicans are one of the fastest growing Latino groups in the U.S. In fact, according to the U.S. Census Bureau and American Community Surveys, in 2000 there were some 688,000 people of Dominican... Continue reading
Posted 5 days ago at HispanicTrending
August 28, 2015 By Carmen Pelaez Whenever I'm in a situation where I pick up that someone has a Spanish accent, I'll switch to speaking Spanish. I also make the effort with French or Italian, though I'm not nearly as fluent. Speaking to somebody in their first language forges an instant connection that's usually lovely and can make buying a cup of coffee a great story. But I've noticed that the only time I'm ever questioned about my habit is when I speak Spanish. Apparently every other language - especially French - makes me look sophisticated as I'm asking for... Continue reading
Posted Aug 28, 2015 at HispanicTrending
August 27, 2015 By Mario T. Garcia This August 29 marks the 45th anniversary of the Chicano Moratorium. Held in East Los Angeles, the moratorium was the largest anti-Vietnam War demonstration by any minority group in the United States, including African Americans. Estimates of the demonstrators, mostly Chicanos, or Mexican Americans, range from 20,000 to 30,000. It was also the largest demonstration during the Chicano Movement of the late 1960s and 1970s, the most significant civil rights and community empowerment movement by Mexican Americans in the country to that time. The Chicano Movement laid the foundation for today’s Latino political... Continue reading
Posted Aug 28, 2015 at HispanicTrending
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August 27, 2015 By Andy Grimm Santos Alvarado last week sat in the New Orleans City Council chambers during a presentation on the city's progress in the decade since Hurricane Katrina and the flood that followed. Alvarado had witnessed many of the benchmarks first-hand. In October 2005, he arrived in New Orleans, from Honduras by way of Dallas, in a crew of Latino men recruited by a demolition contractor desperate for workers willing to do the back-breaking labor of clearing debris. Alvarado saw empty streets and darkened, sodden buildings — and some of the best paychecks of his career as... Continue reading
Posted Aug 28, 2015 at HispanicTrending
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August 27, 2015 By Mario Carrasco Craft Beer has been dominating the alcoholic beverage scene for the past several years and it doesn’t seem to be slowing down. The large domestic brewers have been taking notice and have been playing the defensive through some recent advertising and through the acquisition of craft beer brands. This tug of war has helped catapult traditionally third-tier players like Corona and Modelo into second-position spots as beer drinkers search for a break from craft and domestic. The narrative for domestic beer has been doom and gloom of late. However, if we look at Hispanic... Continue reading
Posted Aug 28, 2015 at HispanicTrending
August 27, 2015 By Lourdes Garcia-Navarro My parents are Cuban and Panamanian. I grew up in Miami. I travel broadly in Latin America, but reside in Brazil, which speaks Portuguese, not Spanish. So what am I? This may seem an irrelevant question to many, but as the American presidential season kicks into high gear there's been a lot of confusion about how to refer to people alternately called Hispanics or Latinos. Donald Trump, who's made immigration central to his campaign, has sometimes used the catchall phrase, "the Mexicans." And his verbal confrontation this week with Spanish-language broadcaster Jorge Ramos —... Continue reading
Posted Aug 28, 2015 at HispanicTrending
Julio, 2010 Por Juan Tornoe Aunque existen ciertas características que todos compartimos como miembros de la raza humana, debido a la dispersión del hombre a través de toda faz de la tierra, se fueron formando distintos grupos que ahora comparten una herencia, una historia común entre ellos, de donde surgen ciertas características culturales que los diferencian de los demás. Tal es el caso de los diferentes grupos étnicos que llaman “hogar” a los Estados Unidos de América. De particular importancia es entender la diferencia entre el mercado general y el mercado hispano en este país. Cómo ya hemos mencionado antes,... Continue reading
Posted Aug 27, 2015 at Juan Tornoe