Week 7 & 8 Reading Response 3

The advertisement presented on page 781 in everything's an argument is bilingual. Even though it's bilingual most of the information is presented in Spanish, the reason for this is because the primary audience for this ad are Hispanic men. If this ad were presented in English it would not have appealed to their target audience in several ways. An advertisement in English would have immediately alienated those who only speak Spanish as well as shown those who are bilingual that perhaps they aren't the ones that the advertisement is speaking to. For this reason a majority of the ad is in Spanish. The words "Real Men. Real Depression" is shown as well in the tagline for the advertisement. These words are purposefully placed in English, this placement tries to de-feminize the stereotype of mental health problems. There is a stigma about mental health issues that they are only for those who have problems with their personal lives and that men can always hold a stiff upper lip. This mantra is present in both American and Spanish cultures. By placing this portion in English is draws attention to the ad form people who are living in America, surrounded by this persistant culture and it hopes that by representing both the foreign and traditional stereotypes that it can attract a larger audience.