By employing a mixed methodology, in-depth interviews with different professionals involved in the development and implementation of advertising projects and a quantitative study (n = 500) of casting requests, in this article the expressions of colourist racism in commercial and governmental advertising in Mexico are analysed. The present study is based on two main axes of analysis: (1) the frequency with which people with certain physiognomic traits are requested for advertising campaigns in Mexico; (2) the underlying logic that is implied in the selection of actors and models, depending on the nature and the contents of the campaigns. It is concluded that this selection process is based on explicit colourist discrimination, one of the expressions of racism that is socio-historically linked to the construction of Mexican society and the nation. In this selection there exists a steady tendency to exclude people with ‘indigenous’ traits from commercial advertising, as well as people with dark skin tones, who are usually requested for governmental ads. However, the same trend also exists in commercial publicity in respect to people with stereotypical ‘European’ or ‘Caucasian’ traits, leaving ‘international Latino’ as the most requested profile and an ambiguous category that is far away from representing the bio-cultural diversity of the Mexican population. These observed tendencies raise many ethical issues about symbolic and structural (re)production of colourism within Mexican society. Therefore, the social and ethical responsibility of advertising is also discussed with publicists and casting directors.

中文翻译：

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墨西哥商业和政府广告​​中的颜色：“国际拉丁裔”，种族主义和道德

通过采用混合方法，与参与广告项目开发和实施的不同专业人士进行深入访谈以及对铸造要求进行定量研究（n = 500），在本文中，墨西哥商业和政府广告​​中的色彩主义种族主义表达被分析。本研究基于两个主要的分析轴：（1）在墨西哥，要求具有某些生理特征的人进行广告活动的频率；（2）根据活动的性质和内容，在演员和模型的选择中暗含的潜在逻辑。结论是，这种选择过程是基于明显的色彩歧视，种族主义的一种表达在社会历史上与墨西哥社会和国家的建设联系在一起。在这种选择中，存在着一种稳定的趋势，即将具有“土著”特征的人排除在商业广告之外，以及通常要求政府提供广告的具有深色肤色的人。但是，在具有刻板印象的“欧洲”或“高加索”特征的人的商业宣传中也存在相同的趋势，使得“国际拉丁裔”成为最受欢迎的特征，并且模棱两可的类别远远不能代表生物文化多样性墨西哥人口。这些观察到的趋势引起了许多关于墨西哥社会内部色彩主义的象征和结构（再）生产的道德问题。因此，还与公关人员和选角导演讨论了广告的社会和道德责任。