Not so much of when they deny being Filipinos... but do Filipinos feel happier (elated, complimented) if they are mistakenly identified as non-Filipino?
Try this social experiment:
1. Find a Filipino chatroom that has a webcam facility. e.g. http://www.chat.com.ph
2. When you see a Filipino showing his/her face on the webcam try chatting in Spanish to him/her. Or you may say "Hello mr/miss ________, you are so handsome/beautiful, are you by any chance mixed with Spanish blood? This will start a sensational conversation that would probably end in a week.
3. Don't blame me if he/she chases you everywhere... okay.
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I met a Filipino sales-lady in West Covina, California. She sells cell phones. She has one of the best tactics in selling them. Her target market is obviouly the prolific Filipino community in West Covina. Inside the mall where her store is, she is in constant hunt for Filipinos. She has this ability to spot Filipinos (she must have a good judgement based on looks alone - and I don't know how she does it.) When she spots the prey, she quickly goes near ... and starts to talk in Spanish... "Hola, cómo está usted. ¿usted tienen gusto de comprar un teléfono nuevo?". The Filipinos, after experiencing the phenomenon that somebody is actually speaking in Spanish to them, literally breaks out into a huge smile of happiness and eternal high... replying "Oh, sorry miss, we don't speak Spanish". Then here comes the additional strategic bait... the sales lady replies back "Oh, I really thought you folks are hispanics that's why I spoke Spanish to you". To make the story short, the Filipinos who were elated to be mistaken as hispanics went out the mall with their new cell phones. This sales lady sold more cell phones in a period of 6 months than any other T-Mobile sales person in California and to top it all - she got an achievement award for sales from the company. Conclusion: Many Filipinos (especially in West Covina, CA) feel better about themselves if somebody would mistake them (or in this case - intentionally mistake them) for hispanics or other race for that matter.
It is however not considered "denial" if a Filipino merely became ecstatic upon being "mistakenly" identified as non-Filipino. It may not be blatant denial - but it could be ridiculed as "passive denial"... hehe. I coined that phrase up but hopefully I can't be guilty.
