ABSTRACT
Latin America is geographically formed by the 20 'developing' countries located south of the United States. Being 'under' has not only been a geographic feature, but also a condition for progress. Latin America currently houses some of the most open markets in the world and is also a major global supplier of energy, minerals and food. Although Latin American advertising has established a global presence, certain aspects of globalisation that fail to recognise the region's characteristics and cultural values nevertheless pose a hindrance to local development. In demonstrating that real problems such as lack of water could be resolved, it hoped to persuade aspiring engineering students to study at the University of Engineering & Technology (UTEC) in Lima. The growth in digital technology in Latin America suggests new avenues for growth in Latin American advertising, which is not dissimilar to opportunities in other developing marketplaces elsewhere in the world.
