Foresight semiotics – emerging patterns in US Hispanic acculturation
Marina AndersonConsumer and Market Knowledge Department in the Multicultural Business Development Organization, Procter & Gamble, United States
Malcolm EvansSpace Doctors Ltd., United Kingdom
INTRODUCTION
This paper focuses on a project carried out for Procter & Gamble by UK-based marketing semiotics agency Space Doctors to develop a new model of the acculturation process in the U.S. Hispanic market. Against the backdrop of earlier historical views of immigration, with their assumption of a linear transition from being, for example, Italian, Irish or Polish, to being an American, U.S. Hispanic culture today...