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Latin America
Women & Children at Risk
Title:  Latino Communities Protest Sexist and Racist Tecate Beer Ads
Publisher:  California Latinos for Health and Justice/The University of New Mexico Chicano Studies department
Publish Date:  2004-05-08
See also: http://sandiego.craigslist.org/tfr/29040830.html

On Monday, May 10th - as part of a phone jamming protest - California Latinos and Latinas for Health Justice is urging everyone to call 1-800-268-2337 to 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 Center.

Dear Friends,

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 color

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 1995.


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