Death & How It Relates To The Hispanic Community.

“Archetypes are visual symbols or energetic imprints that exist in our psyches” as stated by Crystal Links. Carl Jung, who was credited with the Archetype discovery said, “‘Archetype’ is defined as the first original model of which all other similar persons, objects, or concepts are merely derivative, copied, patterned, or emulated”. Family, friends, and culture can all be seen as an Archetype. They can influence the thinking and behavior of an individual of that culture. An example of Hispanic Archetype is the arrival of the Spaniards to Mexico in the 15th century. The Aztecs celebrated death, and the Spaniards viewed it as being barbaric, and even changed it from the month long celebration in August to “All Saints Day” on the first and “All Souls Day” on the second of November. In spite of their attempts to do away with Día de los Muertos or “Day of the Dead”, it is still a very strong part of the Mexican culture. It is one of, if not the most celebrated Holiday by Mexicans. Celebrations are held not only in Mexico, but in the U.S. as well. The students and professors of California State University have participated in this event every year since 1975. Because of the tradition and rituals of their ancestors the Aztecs, they have followed a cultural Archetype.

Death in the Hispanic culture is something that is celebrated. “The passing of a loved one can make you feel sad, but you rejoice and celebrate because they are beginning a new life” said Ricardo Elisa. “Death defines life; a death depicts a life in immutable forms; we do not change except to disappear. Our deaths illuminate our lives. If our deaths lack meaning, our lives also lacked it” The Labyrinth of Solitude: Octavio Paz.

“My family celebrates death, not because were happy that their gone, but we are thankful for the life that they have lived” said Jose Ruiz a Mexican emigrant living in Tampa, Florida. “Life is a privilege that I cherish and welcome everyday, so when I celebrate death I am celebrating life”.

“The “Day of The Dead” is a celebration of the lives of our ancestors and loved ones. Many Americans think of it as ridiculous and gross, that we wear skulls, we eat candy skulls, and we eat and celebrate in graveyards. This is my culture, and I am very proud of it.”

With the rise of Hispanics in the U.S., there has been a need for funeral homes to service the needs of this growing population. The Hispanic funeral differs from a typical American funeral. Whereas the wake is only held for a couple of hours in the American culture, Hispanics tend to play instruments, sing, and celebrate the life of their loved ones all night. Food is very important to part of the funeral.

A market can use these Archetypes and the Hispanic meaning of death to market funeral homes and services. When marketing to this market, one should look at how death relates to the Hispanic market and at the traditions that are observed.
Funeraria Y Crematorio Porta Coeli is a very successful funeral home that is located in Central Florida. “It doesn’t matter who owns the funeral home, as long as they understand and appreciate the culture” said Michael Eddy part owner of Funeraria Y Crematorio Porta Coeli. Out of all the owners, only one is Hispanic. They have a full kitchen for families to cook, speak both English and Spanish, and have all-night funeral and wake services. They have taken what they know about the Hispanic culture, and used it to optimize their marketing efforts.

Fayona Salmon
Florida State University