Acculturation: Which culture do Latinos most claim?
The Latino persona relates best to Latinos and Latino audiences. This person feels most at ease in Latino situations and the Spanish language and is considered to be the least acculturated.
The Cross-Cultural persona relates to a combination of Latinos and Anglos with a balance of ease. This person promotes a "Latino-ness" while courting Anglo audiences and is bilingual.
The Anglo persona relates to both Anglos and Anglo audiences with ease. There is little need to promote "Latino-ness," and English is the most comfortable language. This person is considered to be the most acculturated.
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Latino
Persona
|
Cross-Cultural
Persona
|
Anglo Persona
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Luis Miguel
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Gloria Estefan
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Charlie Sheen
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Enrique Iglesias
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Edward James Olmos
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Mariah Carey
|
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Cristina
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Ricardo Montalban
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Andy Garcia
|
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Pele
|
Vikki Carr
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Frederico Pena
|
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Oscar de la Renta
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Linda Ronstadt
|
|
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Henry Cisneros
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Rosie Perez
|
|
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Desi Arnaz
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Daisy Fuentes
|
|
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Julio Iglesias
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Emilio Estevez
|
|
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Antonio Banderas
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Lee Trevino
|
|
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Elizabeth Pena
|
Nancy Lopez
|
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Jose Canseco
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Martin Sheen
|
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Chi Chi Rodriguez
|
Geraldo Rivera
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Taken from The Americano Dream: How Latinos Can Achieve Success in Business and Life, by Lionel Sosa, 1998.
