About the song in the commercial: “America the Beautiful” is an American patriotic song.
More information can be found at: https://en.wikipedia.org/wiki/America_the_Beautiful In
the commercial, the song is interpreted in English, Spanish, and many other foreign
languages.
Discussion Questions

After you watch the commercials and read the materials in the reference list below,
please answer the following questions.
1. For each advertisement, identify the usage of cultural symbols and identify the
target audience. Considering each company’s brand image, what is the purpose
of the advertisement?
2. Which of these commercials could be the strongest example of cultural
contamination, and why? Which should have generated more (less) controversy
and why?
3. As a brand manager, what could have been done differently to avoid
controversy? Would you have taken these steps? Explain why or why not.
References:
More of Target’s advertising reaching out to Hispanics as customer demographics
change, https://www.startribune.com/more–of–target–s–advertising–reaching–out–to–
hispanics–as–customer–demographics–change/399091241/