You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract What's to Become of Hispanic Identity? A Study Shows Race, Not Heritage, Is Key for Some of Latin/Spanish Descent By David Morse, Published on January 10, 2012 4 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.