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CSUB MKTG 301 - Ethnic Fashion Value Matching Filipino Americans

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The first Philippine Republic was created on June 12, 1896, led by General Emilio Aguinaldo. The brief independence was destroyed when the Americans later colonized the islands. In 1934, however, the U.S. Congress passed the Tydings-MacDuffie Law, which granted Philippines their independence. Soon after, in 1935, a Constitution was drafted and inaugurated. During World War II, Japan briefly occupied the islands in 1941 against the people’s will. On July 4, 1946, the third inauguration granting Philipinne independence took place and the U.S. promised to recognize their wishes. A fourth Republic was later created when Ferdinand E. Marcos became President.http://pinas.dlsu.edu.ph/history/history.htmlhttp://www.livinginthephilippines.com/philculture/geography_and_history_of_colonialism.htmlThe first early Filipinos migrated to the U.S in 1587 and resided in San Luis Obispo, California. During the time, they were often referred to as Luzon Indians or Manila Men. In 1763 the first permanent establishment was created in Louisiana. In 1906 many Filipino immigrants were brought to Hawaii to work on sugarcane and pineapple plantations, to Washington and California for asparagus farms and lumber, and to Alaska to work in canneries. In the 1930’s came the first migration of Filipino women and children to the U.S.In the 1980s, an old abandon Westinghouse nuclear power plant located on Subic Bay provided a stop for refugees from the three countries north to it: Cambodia, Vietnam, and Laos. This helped with their relocation to other countries such as United States, Canada, Norway, and France. Personal knowledge of this is comes from my mother who told me and showed pictures of her account of living in refugee camps located in the Philippines. I was born in 1979, a little after the main horror of the war and genocide which was happening in Cambodia.http://www.ualberta.ca/~vmitchel/Today in the “New Country,” the Philippines is the third largest English speaking country in the world. The government style is a unitary presidential republic. It is one of the few countries in the world that has a woman in power as its President. The current Philippine President is Gloria Macapagal-Arroyo who became the 14th president in January of 2001. The currency is the Philippine peso, which was adopted when Spain occupied the islands. The peso is also used by Mexico, Columbia, Argentina, and other small countries.http://www.gov.ph/aboutphil/general.aspCalifornia is by far the largest host to Filipino in the United States. However, there are no Filipino towns in the state, because most Filipinos like to live in diverse suburbs and other ethnic communities. Los Angeles County does have many areas, though, that have small sections of Filipino shops that to form a small community. There are some street that are named after Filipino culture, such as Manila Way, and some historic Filipino areas located near downtown Los Angeles that have become home to many working class Filipino Americans.http://en.wikipedia.org/wiki/PhilippineDue to the hot climate in the Philippines, most dress in casual hot weather attire. During special occasions the Barong Tagalog is worn. It is made of a light fabric material suitable to the climate. Most Filipino-Americans are like other ethnic-American culture because they easily assimilate. There is no distinct Filipino-American style or clothing lines. Most influences come from music, television, and other aspects of culture. The traditional clothing like the barong is one of the few traditional styles that is adopted by younger generation Filipino-Americans today.http://www.mybarong.com/whatsbarong.html#thirtyEthnic Fashion Value MatchingFilipino AmericansMKTG 301: Consumer BehaviorDr. Eric Carter11/27/06Prepared by:Gary Curioso, Jay Josan, and Sareth Nguon1Table of ContentsI. Earth ………………………………………………………………………… 1II. History ……………………………………………………………………… 4III. Culture ……………………………………………………………………… 6IV. Values ………………………………………………………………………. 8V. Form ………………………………………………………………………… 10VI. Function …………………………………………………………………… 11VII. Facilitation ………………………………………………………………. 12VIII. Triangulate ………………………………………………………………. 132IX. Target ………………………………………………………………………. 14X. Taste ………………………………………………………………………… 153Objective A:EARTHThe Philippines is composed of 7,107 islands that occupy an area 1,850 kilometers from north to south, and 1,100 kilometers from east to west. The total surface area these islands cover is approximately 300,000 square kilometers. According to the 2000 Census Bureau, The Philippines is home to 76,504,077 people. Most of the population is found on the three major islands: Luzon, which contains the capital Manila, Visayas and Mindanao. The archipelago is surrounded by three prominent bodies of water: Pacific Ocean, South China Sea and Celebes Sea.http://www.census.gov.ph/data/pressrelease/2002/pr02178tx.htmlhttp://www.gov.ph/aboutphil/default.asp4The terrain is very mountainous, many of which are volcanoes. Mount Apo is the highest mountain, 2,954 meters, and is on the island of Mindanao. One of the active volcanos in the Philippine is the Mayon Volcano in Luzon, and is well known for being perfectly cone shaped. This volcano is comparable to Mount Fuji in Japan. Other active volcanoes are Mount Pinatubo and Taal.http://www.iomoon.com/phillipine.htmlhttp://www.iml.rwth-aachen.de/Petrographie/taal.htmlMost of the land (65%) is concentrated on the islands of Luzon and Mindanao. The Philippine’s longest river is the Cagayan River in Luzon. The weather is tropical, with monsoon winds, high temperatures, and high rainfall throughout the year. The country lies within the typhoon belt of the Western Pacific which is responsible for about 19 typhoons strikes every year. Frequent seismic and volcanic activities are also registered regularly.http://en.wikipedia.org/wiki/PhilippinesThe main sources of food in the Philippines are influenced by the terrain.


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