http://fox2now.

com/2013/08/17/aeromexico-sorry-for-casting-call-telling-dark-skinned-peopleto-not-apply/

This news article is about Aeromexico and Catatonia (an advertising company) apologized for an
improper commercial casting call. This showed that the two companys lack of cultural
understanding of Mexico ().
First, these two companies were failed to prevent the impact underlies the demand-offer which
related to ice-berg principle (). The casting call required those with a Polanco look. This is
mentioning to a well-to-do white neighborhood in Mexico City. Unfortunately, it turned up with
anger and frustration from brown people in Mexican.
Second, no social institution has showed from the action taken by Aeromexico and Catatonia.
Social institution is how people achieve harmony in their relations with each other (). Instead
of creating a peaceful environment, these companies had made a racism action that racist and
rejected brown people in their advertisement.
Third, these two companies showed no cultural sensitivity toward Mexico City. Definition of
cultural sensitivity is demonstrating acceptance and attention that dissimilarities and similarities
exist (). Population of Mexican City more than half is brown people and the commercial casting
still stated dark-skinned people would not be acceptable to audition. Obviously, these two
companies failed to be culturally sensitive and raised a racism problem to the society.

Fox2Now. Aeromexico: Sorry for casting call telling dark-skinned people to not apply. 2013
http://fox2now.com/2013/08/17/aeromexico-sorry-for-casting-call-telling-dark-skinned-peopleto-not-apply/
Fletcher, R. and Crawford, H. 2011. International marketing : an Asia-Pacific perspective.
Frenches Forest: Pearson Australia.