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Hispanic Celebration Of Mother’s Day Recognizes Mom As Nurturer And Teacher“Diá de Las Madres,” Rooted In Faith, Family And Culture Contact: Frank Cirillo, 216.252.4938 CLEVELAND, OH (April, 2008) – There is no day of greater significance for the Hispanic culture than Mother’s Day, celebrated this year on Sunday, May 11. It represents the day that children thank the woman who not only nurtures and cares for them, but also the heart of their family and the person who helps to instill in them faith and true appreciation for where they have come from. This is why the celebration of Mother’s Day among Hispanics focuses on the values and traditions that children are raised with. And the reason that Hispanic mothers are equal parts loved and respected. Today the role of the mother in the Hispanic community is one of many parts. Hispanic mothers today are growing rapidly in the workforce and maintaining their diligence to raising a strong family. Because of these and other societal shifts, Mother’s Day has a slightly different focus among today’s Hispanics, and the celebrations of the day have taken on added emphasis. Cards reflect respect and love With such an importance placed on Mother’s Day in the culture, Hispanic children put great emphasis on finding the perfect card. For the Hispanic consumer, a Mother’s Day card must be able to express their true feelings, which not only celebrate everything mom does, but also the culture and traditions she is so proud of. American Greetings has offered Spanish-language cards for Mother’s Day for more than 40 years that are based on this goal. In this time the greeting card company has offered continuous innovations while staying true to the foundations of the culture. Traditionally, cards that center on religious symbolism (specifically the Virgin Mary and the Lady of Guadalupe) have been popular, as have those cards offering something extra to reflect the special importance on the role of mom. Ines Barranca, Editorial Manager in the Spanish card department at American Greetings, who has worked on the line for nearly 30 years, notes that authenticity is crucial. “We want to offer cards that reflect the homes of all Hispanics, and we want shoppers to feel like the card creates a snapshot of their mothers and their lives,” said Barranca. “The fact that we use the Spanish language and traditional religious icons is because this is how we are raised, with a strong sense of culture and faith.” Barranca, who has one daughter herself, knows exactly what it’s like to be both a mother and daughter in the Hispanic culture, and she uses those experiences as she works on the card line. “What is so great about our team is that we are all of Hispanic descent, so we can all reflect on our own lives and memories,” Barranca said. “Being a mom myself, I can also relate back to my relationship with my daughter to help create cards that reflect how she thinks and the way today’s Hispanic children express themselves.” In addition to warm, authentic copy the newest cards also offer special embellishments and enhancements. Beautiful ribbon, elegant lace and even music accent the collection of more than 200 designs this year for Mother’s Day. Even with all of these extras, the offerings are all still very much rooted in the cultural importance of the day. For instance, the music cards feature the traditional song, “Las Mananitas,” which is instantly recognizable, and reflective of the special day and the proud heritage of the Hispanic culture. Which are, as always, inseparable. About American Greetings Corporation |
