On Monday, May 10th - as part of a phone jamming protest - California
Latinos and Latinas for Health Justice is urging everyone to call
contact Labatt USA, the distributor of Tecate beer and voice opposition
of its sexist and racist billboard ad.
Forwarded Message sent on 5/7, by... the East Los Angeles Women's
Please view the attached. These billboards are going up across
California and other states across the country. This is the type of
sexist ads the Alcohol Industry uses to demean our culture--this targets
our sisters, our moms, our daughters.
The University of New Mexico Chicano Studies department has launched a
formal protest against Labatt USA, the distributor of Tecate beer. Many
of the members of The California Latinos and Latinas for Health Justice
are joining them in protesting the use of sexist and racist
advertisement targeting Latinas.
On May 10th Monday- as part of a phone jamming protest- we urge you to
call the 1-800 number to voice your opposition to this ad appearing in
our communities where children and families can view it. No mas!
We are asking for the immediate removal of these billboards and an
apology to be printed in major newspapers. Please call- and call again.
As our efforts grow via the Cinco De Mayo Con Orgullo campaign (
http://www.llhj.org ) we need to
maintain the pressure on the alcohol industry that our culture or
anyone's culture is not for sale!
Nuestra Cultura No Se Vende-
Bernardo Rosa Jr
California Latinos and Latinas for Health Justice
FYI Regarding the alcohol industry and violence against women of
Studies of billboard content found that black and Hispanic communities
have significantly more billboards that feature alcohol and tobacco
products than do other communities.
Moore D, Williams J, Quails W. Target marketing of tobacco and
alcohol-related products to ethnic minority groups in the United States.
Ethnicity Dis. 1996;6:83-98Altman DG, Schooler C, Basil MD. Alcohol and
cigarette advertising on billboards. Health Educ Res. 1991;6:487-490
The alcohol industry also often draws upon Mexican cultural symbols,
reinterprets them, and then re-presents them to Mexican American
audiences in a new and distorted form.
By linking their alcohol brands with hyper-masculinity, nationalism, and
cultural authenticity, companies tend to encourage, depend on, and
promote conservative gender relations (men as active sexual subjects,
women as passive sex objects).
Alcohol advertising both links Mexican cultural symbols to alcohol and
presents distorted images of Mexican culture.
Reinterpreting Latino culture in the commodity form: the case of alcohol
advertising in the Mexican American community. Maria L. Alaniz and Chris
Wilkes. Hispanic Journal of Behavioral Sciences (17)4:430-451, November
Research shows that a concentration of alcohol ads depicting Latinas as
sexual objects leads to increased violence against Latinas between the
ages of 15 and 18 years.
(SACNAS News, Fall 1997) Society for Advancement of Chicanos and Native
Americans in Science
The social availability of alcohol in black and Hispanic communities
extends beyond billboard and magazine advertisements.
Alcoholic beverage producers give their products high levels of social
availability through their support of more black- and Hispanic-oriented
charities, cultural activities, and community service efforts than
perhaps any other private industry.
Magruder K. Alcohol advertising in the Black community.
Drug Issues. 1992;22:455-469 , Alaniz ML,
Wilkes C. Reinterpreting Latino culture in the commodity
form: the case of alcohol advertising in the Mexican-American community.
Hispanic Behav Sci. 1995;17:430-451