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López Negrete Communications Advertising Collection

Creator:
Lopez Negrete Communications (Houston, Texas)  Search this
Names:
Bank of America  Search this
Circle K Corporation  Search this
Fiesta Mart  Search this
Goya Foods, Inc.  Search this
Houston Metropolitan Transit Authority  Search this
Microsoft Corporation  Search this
Nationsbank  Search this
Tyson (Firm)  Search this
Wal-Mart (Firm)  Search this
Extent:
14 Cubic feet
Type:
Archival materials
Collection descriptions
Posters
Born digital
Oral history
Print advertising
Place:
Texas -- 20th century
Date:
1988 - 2015
Summary:
The López Negrete Communications Advertising Collection showcases the successful print advertising campaigns the communications agency undertook with major clients like Goya Foods, NationsBank, and Walmart. The advertising posters in this collection exemplify the agency's creativity in building on U.S. Latinos' everyday experiences to market American products and services. Alex and Cathy López Negrete, the founders of López Negrete Communications, made it their mission to use ethnographic approaches to better understand the U.S. Latino market which led to their success as the largest independently-owned Latino advertising agency in the country.
Scope and Contents:
The collection is made up of López Negrete Communications' large posters created as part of the print advertising campaigns for major American corporations and oral history interviews with Javier Gonzalez Herba, Alex López Negrete, and Cathy López Negrete. Transcripts for oral history interviews with Javier Gonzalez Herba and Alex López Negrete are available.

López Negrete Communications' clients include Fiesta Mart, Goya Foods, NationsBank (and its successor, Bank of America), Tyson Foods, and Walmart. The content of the posters serves as an example of the advertising agency's efforts to better understand the U.S. Latino market by engaging with Latinos' everyday experiences through ethnography and direct communication.
Arrangement:
The collection is divided into ten series.

Series 1: Background Materials, 2016

Series 2: Bank of America, 2000-2007

Series 3: Circle K, Totally Bueno, 2003

Series 4: Fiesta Mart, Inc., 2002-2003

Series 5: Goya Foods, Inc., 2003

Series 6: Houston Metropolitan Transit Authority (METRO), El camino a su destino/The Road to Your Destiny, 1988

Series 7: Microsoft, Nosotros vemos/We See, 2002

Series 8: NationsBank, 1994-1998

Series 9: Tyson Foods, 2001-2006

Series 10: Walmart, Inc. 1998-2015
Biographical / Historical:
Originally named Third Coast Marketing, López Negrete Communications was founded in 1985 by Alex and Cathy López Negrete. The advertising agency has been based in Houston, Texas since the beginning but has additional offices in Los Angeles and New York. López Negrete Communications is currently the largest independently-owned Latino advertising agency in the United States. It is known for drawing on the everyday lives and experiences of US Latino consumers in order to work with major corporate clients to market their products through effective communication and empowerment.
Separated Materials:
The Division of Work and Industry holds the following artifacts related to this collection:

Coin, Accession #: 2015.0305.01

Paperweight, Accession #: 2015.0305.02
Provenance:
Collection donated by López Negrete Communications, 2016.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
advertising -- Department stores  Search this
Hispanic American business enterprises  Search this
Latinos in American society and culture  Search this
advertising -- Banks  Search this
mexican Americans and mass media  Search this
Advertising agencies -- 20th century  Search this
advertising -- Computers  Search this
Advertising campaigns  Search this
Advertising history  Search this
Minorities in advertising  Search this
Mexican American business enterprises  Search this
advertising -- Food  Search this
advertising -- Transportation  Search this
Advertising agencies -- 21st century  Search this
Minorities in advertising -- 1950-2000  Search this
Hispanic Americans and mass media  Search this
Hispanic American consumers  Search this
Hispanic American mass media  Search this
Hispanic American businesswomen  Search this
Hispanic American capitalists and financiers  Search this
advertising -- Groceries  Search this
Hispanic Americans -- 1950-2000  Search this
Hispanic American businesspeople  Search this
Genre/Form:
Posters -- 1980-2010
Born digital
Oral history -- 2010-2020
Posters -- 20th century
Print advertising
Citation:
López Negrete Communications Advertising Collection, 1988-2015, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1413
See more items in:
López Negrete Communications Advertising Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1413

Hector and Norma Orcí Advertising Agency Records

Creator:
Orci, Hector  Search this
Orci, Norma  Search this
Orci Advertising Agency  Search this
Names:
McCann Erickson  Search this
Extent:
3.5 Cubic feet (10 boxes)
Type:
Archival materials
Collection descriptions
Letters (correspondence)
Born digital
Newsletters
Business records
Clippings
Photographs
Training manuals
Slides (photographs)
Programs
Reports
Advertisements
Awards
Oral history
Advertising
Date:
1979-2016, undated
Summary:
The Hector and Norma Orcí Advertising Agency Records document the history, educational, and creative output produced by Hector and Norma Orcí throughout their extensive career in advertising. The Orcís founded their own independent agency in 1986 in Los Angeles. The Orcí Advertising Agency successfully introduced various products to Latinos in the United States and developed a reputation as one of the top advertising agencies to understand the US Latino market. The collection showcases the agency's history and awards, advertising and marketing campaigns, and its role in educating advertising agencies on the importance of the US Latino market.
Scope and Contents:
The collection documents the Orcí Advertising Agency and its work in helping clients market their products to U.S. Latinos, its marketing methods and creative philosophy, and its role in educating other advertising companies about the Latino consumer market in the United States. The collection includes the founding and history of the agency, business records, awards and press clippings, training materials for staff, reports on the US Latino market for various products, training and curriculum materials for a UCLA Extension course on advertising in the US Latino market, account reports, conference materials, slides and photographs, and campaigns and advertising materials developed for clients such as Allstate, Honda, and Pepsi. Video footage of Spanish-language commercials developed by the Orcí Advertising Agency is also part of the collection.
Arrangement:
The collection is divided into five series.

Series 1: Background Materials, 1979-2010, undated

Series 2: Advertising and Marketing Materials, 1986-2003, undated

Series 3: Teaching Materials, 1985-2012, undated

Series 4: Conference Materials, 1984-1999, undated

Series 5: Audiovisual Materials, 1986-2016
Biographical / Historical:
Once employees of La Agencía de McCann-Erickson advertising company, Hector and Norma Orcí founded their own independent agency in 1986. The Orcí Advertising Agency, also known as La Agencía de Orcí & Asociados, is based in Los Angeles. Since its inception, the Orcí Advertising Agency has devoted itself to US Latino marketing and teaching other advertising agencies how to effectively advertise and sell products to US Latinos. The Orcís quickly developed an impressive roster of successful campaigns for major clients and continue to be a well-respected agency in the advertising sector.
Separated Materials:
The Division of Work and Industry holds the following artifacts related to this collection:

Virgin of Guadalupe Painting, Accession #: 2015.0306.01

INS Eagle Painting, Accession #: 2015.0306.02

Don Quixote Figurine, Accession #: 2015.0306.03
Provenance:
Collection donated by Hector and Norma Orcí, 2016.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Hispanic American businesspeople  Search this
Hispanic American leadership  Search this
Hispanic American consumers  Search this
Mexican American leadership  Search this
mexican Americans and mass media  Search this
advertising -- Beer -- 1950-2000  Search this
Mexican American business enterprises  Search this
advertising -- 21st century  Search this
Advertising campaigns  Search this
Hispanic American business enterprises  Search this
advertising -- Beverages  Search this
Hispanic American capitalists and financiers  Search this
Advertising history  Search this
advertising -- Soft drinks  Search this
Advertising executives  Search this
Hispanic Americans and mass media  Search this
Advertising agencies -- United States  Search this
Minority consumers  Search this
advertising -- Automobiles  Search this
Hispanic American businesswomen  Search this
Minorities in advertising  Search this
Latinos in American society and culture  Search this
Hispanic Americans -- Press coverage  Search this
Genre/Form:
Letters (correspondence) -- 20th century.
Letters (correspondence) -- 21st century
Letters (correspondence) -- 21st century
Born digital
Newsletters -- 21st century
Business records -- 21st century
Clippings -- 20th century
Photographs -- 20th century
Training manuals -- 21st century
Slides (photographs) -- 20th century
Programs -- 20th century
Clippings -- 21st century
Newsletters -- 20th century
Programs -- 21st century
Reports -- 21st century
Slides (photographs) -- 21st century
Reports -- 20th century
Advertisements -- 21st century
Training manuals -- 20th century
Awards
Business records -- 20th century
Oral history -- 2010-2020
Advertising -- 20th century
Photographs -- 21st century
Advertisements -- 20th century
Citation:
Hector and Norma Orcí Advertising Agency Records, 1979-2016, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.1384
See more items in:
Hector and Norma Orcí Advertising Agency Records
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-1384
Additional Online Media:

Emiliano Martinez Collection

Collector:
Community Life, Div. of, NMAH, SI  Search this
Interviewer:
Ahlborn, Richard E.  Search this
Martin, Juana  Search this
Author:
Martinez, Emiliano  Search this
Extent:
0.15 Cubic feet (1 box)
Type:
Archival materials
Collection descriptions
Interviews
Transcripts
Photographs
Audiotapes
Oral history
Audiocassettes
Place:
Fort Chaffee (Ark.)
Date:
1984
Scope and Contents:
Papers and photographs related to the immigration experience of Cuban refugee Martinez: a story from the Washington Post, March 12, 1984; a 45-minute cassette recording of an interview (in Spanish) by Richard E. Ahlborn with Martinez; a transcription in Spanish of the interview; six photographs of the hut taken by a zoo photographer; a covering memorandum from Ahlborn; a copy of Martinez's earnings from the sale of cans; and a diagram of his hut. Ahlborn, a curator in the Division of Community Life, was assisted by Juana Martin, a social worker.
Biographical / Historical:
The story of Emiliano Martinez, a Cuban refugee, was publicized as an example of the ingenuity and survival skills of recent immigrants to this nation. Martinez fled Cuba in one of the freedom flotillas of 1980. After a year in a refugee camp at Fort Chaffee, Arkansas, he arrived in Washington, D.C. in April 1981. He shared apartments with other Cuban refugees until October 1982. Using his carpentry skills, he constructed a hut on undeveloped land at the National Zoo, where he lived from December 1982 until March 1984. He then moved into a boarding house in the Adams-Morgan neighborhood. He made his livelihood by selling aluminum cans to a Safeway grocery store for an average of sixty-five dollars a month.
Provenance:
Collection donated by Emilio Martinez.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Hispanic Americans -- 1950-2000  Search this
Poverty  Search this
Housing  Search this
Emigration and immigration  Search this
Political refugees  Search this
Carpentry  Search this
Genre/Form:
Interviews -- 1980-2000
Transcripts
Photographs -- Black-and-white photoprints -- Silver gelatin -- 1980-2000
Audiotapes
Oral history
Audiocassettes
Citation:
Emiliano Martinez Collection, 1984, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0176
See more items in:
Emiliano Martinez Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0176

Ellen Ochoa Innovative Lives Presentation

Topic:
Innovative Lives Program (NMAH public program series)
Interviewee:
Ochoa, Ellen, Dr., 1958-  Search this
Creator:
Jerome and Dorothy Lemelson Center for the Study of Invention and Innovation.  Search this
Names:
National Aeronautics and Space Administration  Search this
Extent:
0.75 Cubic feet (3 boxes)
Type:
Archival materials
Collection descriptions
Videotapes
Lectures
Slides
Date:
1996/09/24
Scope and Contents:
Original master and reference videos documenting children's program by Dr. Ellen Ochoa. Dr. Ellen Ochoa discusses her role as an inventor, scientist, and astronaut at NASA.
Arrangement:
Divided into 3 series: 1. Original videos; 2. Master videos; 3. Reference videos.
Biographical / Historical:
Dr. Ochoa was born in Los Angeles, Calif. B.S. in physics, San Diego State, 1975; master's and doctorate in electrical engineering, Stanford University, 1981 and 1985. Dr. Ochoa holds three patents in the field of optical processing and has worked as a research scientist at the National Aeronautics and Space Administration (NASA) since 1988. In 1990 she became the first Hispanic woman astronaut selected by NASA. In April 1993, Ochoa flew as a mission specialist on the space shuttle Discovery.
Provenance:
National Museum of American History, Smithsonian Institution Department of History.,Jerome and Dorothy Lemelson Center for the Study of Invention and Innovation, 12th St. and Constitution Ave., N.W., Washington, D.C.,Made for NMAH.,1997.3162.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions. Signed copies of releases on file.
Topic:
Space shuttles -- 1990-2000  Search this
Inventors -- 20th century  Search this
Women inventors -- 20th century  Search this
Space flight -- 1990-2000  Search this
Hispanic Americans -- 1950-2000  Search this
Electric engineering -- 1980-2000  Search this
Astronautics -- 1990-2000  Search this
Inventions -- 1980-2000  Search this
Astronauts -- 1990-2000  Search this
Genre/Form:
Videotapes -- 1990-2000
Lectures -- 1990-2000
Slides
Citation:
Ellen Ochoa Innovative Lives Presentation, 1996, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0595
See more items in:
Ellen Ochoa Innovative Lives Presentation
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0595

Beyond the Latino World War II hero : the social and political legacy of a generation / edited by Maggie Rivas-Rodríguez and Emilio Zamora ; with a foreword by José Limón

Author:
Rivas-Rodriguez, Maggie  Search this
Zamora, Emilio  Search this
Physical description:
xiii, 247 pages : illustrations ; 24 cm
Type:
Personal narratives, American
Place:
United States
Date:
2009
20th century
Topic:
World War, 1939-1945--Participation, Hispanic American  Search this
World War, 1939-1945  Search this
Hispanic Americans--Social conditions  Search this
Hispanic American women--Social conditions  Search this
Armed Forces  Search this
Hispanic Americans  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_1043295

Chicana/o remix : art and errata since the sixties / Karen Mary Davalos

Author:
Davalos, Karen Mary 1964-  Search this
Physical description:
xv, 304 pages : illustrations, maps ; 23 cm
Type:
Books
Date:
2017
20th century
21st century
Topic:
Hispanic American art  Search this
Art--Historiography  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_1081461

Moving up the economic ladder : Latino workers and the nation's future prosperity : state of Hispanic America 1999 / edited by Sonia M. Pérez

Title:
Latino workers and the nation's future prosperity
State of Hispanic America 1999
Author:
Pérez, Sonia M  Search this
Cattan, Peter  Search this
National Council of La Raza  Search this
Physical description:
272 p. ; 23 cm
Type:
Books
Place:
United States
Date:
2000
C2000
20th century
1981-2001
1993-2001
Topic:
Hispanic Americans--Employment  Search this
Hispanic Americans--Economic conditions  Search this
Economic conditions  Search this
Economic policy  Search this
Call number:
HD8081.H7 M68 2000
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_734167

The Columbia history of Latinos in the United States since 1960 / edited by David G. Gutiérrez

Title:
History of Latinos in the United States since 1960
Author:
Gutiérrez, David (David Gregory)  Search this
Physical description:
xxiv, 494 p. ; 25 cm
Type:
Books
Place:
United States
Date:
2004
C2004
20th century
21st century
Topic:
Hispanic Americans--History  Search this
Hispanic Americans--Social conditions  Search this
Ethnic relations  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_738836

Latin American migrations to the U.S. Heartland : changing social landscapes in Middle America / edited by Linda Allegro and Andrew Grant Wood

Title:
Latin American migrations to the US heartland
Author:
Allegro, Linda  Search this
Wood, Andrew Grant 1958-  Search this
Physical description:
xiii, 319 pages : illustrations ; 25 cm
Type:
Books
Place:
West North Central States
Latin America
Date:
2013
Topic:
Hispanic Americans--Social conditions  Search this
Latin Americans--Social conditions  Search this
Immigrants  Search this
Foreign workers  Search this
Social change  Search this
Social conditions  Search this
Ethnic relations  Search this
Economic conditions  Search this
Emigration and immigration  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_1047686

Awash in the mainstream : Latino politics in the 1996 elections / edited by Rodolfo O. de la Garza, Louis DeSipio

Author:
De la Garza, Rodolfo O  Search this
DeSipio, Louis  Search this
Physical description:
xiii, 283 p. ; 24 cm
Type:
Books
Place:
United States
Date:
1999
20th century
1993-2001
Topic:
Hispanic Americans--Politics and government  Search this
Elections--History  Search this
Politics and government  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_604970

To the line of fire! : Mexican Texans and World War I / José A. Ramírez

Author:
Ramírez, José A. 1975-  Search this
Physical description:
xix, 191 pages : illustrations ; 25 cm
Type:
Electronic resources
History
Place:
Texas
Date:
2009
©2009
20th century
Topic:
World War, 1914-1918--Participation, Mexican American  Search this
Mexican American soldiers--History  Search this
Hispanic American veterans--History  Search this
Mexican Americans--History  Search this
Mexican Americans--Civil rights--History  Search this
Data Source:
Smithsonian Libraries
EDAN-URL:
edanmdm:siris_sil_1080407

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