['ncn', 'oye', 'amma', 'REET', 'ETS', 'een', 'Marketers', 'Discover', 'Hispanics', 'featured', 'the', '“Frito-Bandito,”', 'a', 'caricature', 'of', 'a', 'fat,', 'mustachioed', 'Mexican', 'bandit.', 'The', 'same', 'type', 'of', 'stereotyped', 'image', 'also', 'was', 'used', 'in', 'an', 'ad', 'for', 'Arrid', 'deodorant', 'that', 'showed', 'a', 'gang', 'of', 'banditos', 'riding', 'up', 'in', 'a', 'cloud', 'of', 'dust.', 'The', 'gang’s', 'sombrero-bedecked', 'leader', 'halted,', 'reached', 'into', 'his', 'saddle', 'bag', 'for', 'a', 'smail', 'object,', 'lifted', 'his', 'arm,', 'and', 'smiled', 'as', 'he', 'sprayed', 'on', 'Arrid.', 'While', 'he', 'did', 'so,', 'an', 'American', 'midwestern', 'voice', 'intoned:', '“If', 'it', 'works', 'for', 'him,', 'it', 'will', 'work', 'for', 'you.”!', 'Such', 'offensive,', 'stereotyped', 'advertising', 'has', 'largely', 'disappeared', 'today.', "That's", 'not', 'because', 'America’s', 'corporations', 'and', 'advertising', 'agencies', 'have', 'suddenly', 'developed', 'a', 'social', 'conscience.', 'Instead,', 'they’ve', 'simply', 'become', 'aware', 'of', 'the', 'tremendous', 'Hispanic', 'market', 'for', 'goods', 'and', 'services,', 'and', 'they', 'don’t', 'want', 'to', 'offend', 'Hispanic', 'con-', 'sumers?', 'Perhaps', 'the', 'strongest', 'indication', 'that', 'Hispanics', 'have', '“arrived”', '—', 'at', 'least', 'as', 'far', 'as', 'marketers', 'are', 'concerned', '—', 'occurred', 'during', 'the', '1989', 'Grammy', 'Awards', 'when', 'Pepsi', 'ran', 'an', 'ad', 'entirely', 'in', 'Spanish.', 'The', 'ad', 'starred', 'Puerto', 'Rican', 'teen', 'idol', 'Chayanne,', 'whose', 'songs', 'have', 'topped', 'Billboard', 'magazine’s', 'Latino', 'charts.', 'Pepsi', 'said', 'it', 'was', 'the', 'first', 'time', 'an', 'all-Spanish', 'ad', 'had', 'ever', 'aired', 'on', 'mainstream', 'television?', 'Marketers’', 'sudden', 'interest', 'in', 'Hispanics', 'is', 'explained', 'in', 'one', 'word:', 'demographics.', 'The', 'Census', 'Bureau', 'counted', '19.4', 'million', 'Hispanics', 'in', 'March', '1988,', 'a', 'whopping', '34', 'percent', 'increase', 'since', 'the', '1980', 'census.', 'Hispanics', 'accounted', 'for', '8.1', 'percent', 'of', 'the', 'total', 'population', 'in', '1988,', '|', 'n', 'the', '1960s,', 'a', 'whole', 'series', 'of', 'ads', 'for', 'the', 'Frito-Lay', 'Corporation', '1', ' ', 'OZSOVSITIG']