A majority of the American population recognizes Hispanics having similar characteristics throughout the diverse segmented groups. The physical characteristics of black hair and tan skin are considered universal identifiers of a Hispanic. The fact that media and Hollywood also portrays Hispanics under these physical traits does not help; Hispanics are diverse in physical characteristics, culture, and tradition.

It is true that a large majority of the Hispanic population fall under these charcateristics, it all depends on the region that they are from. For example, the large majority of Hispanics are considered to be mestizos, of having Ameri-Indian and Iberian (Spain, Portugal) ancestry. This particular group populates region of Mexico, Central America, and South America. A 2nd ethnic group that are considered Hispanics despite their skin color are the mulattos, of having African ancestry. This group largely populates the regions of Brazil and the Caribbean islands.

All this diversity makes up the modern Hispanic due to early Spanish colonization. When marketing to the Hispanic market one must break from the normal stereotype and understand that Hispanics are full of diversity which ranges from light skin and light eyes of European origin to dark skin and dark eyes from a mixed ancestry.

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