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Title: Spanish McDonald's ad prompts talk of a boycott Bergen town's mayor calls billboard 'divisive'
Source:
The Star-Ledger
URL Source: http://www.nj.com/news/ledger/jerse ... -3/1152334632215530.xml&coll=1
Published: Jul 8, 2006
Author: BY ANA M. ALAYA
Post Date: 2006-07-09 07:17:16 by Zipporah
Keywords: None
Views: 193
Comments: 15
Saturday, July 08, 2006 Star-Ledger Staff The mayor of a small Bergen County town is calling for a McDonald's boycott if the fast-food chain does not take down a Spanish-language billboard advertising iced coffee. Bogota Mayor Steve Lonegan said the advertisement is "offensive" and "divisive" because it sends a message that Hispanic im migrants do not need to learn English. "The true things that bind us together as neighbors and community is our belief in the American flag and our common language," Lonegan said. "And when McDonald's sends a different message, that we're going to be different now, that causes resentment." Representatives for McDonald's and CBS Outdoor in New York, the company that owns the billboard on River Road in Bogota, defended the advertisement yesterday. "McDonald's has the right to advertise to their customers in an appropriate and tasteful manner," said Jodi Senese, executive vice president for marketing for CBS Outdoor. "The billboard is directed to the Hispanic residents of Bogota who make up 20 percent of that town's population. Advertisers recognize the diverse makeup of our nation and often reach out to different populations with messages that are relevant through images and or language." The sign is one of several Spanish-language billboards in Northern New Jersey promoting McDonald's new iced coffee drink. According to Senese, similar advertisements were posted Monday in three other towns with large Spanish-speaking populations -- Irvington, West New York and East Orange. The text of the advertisement in Bogota reads "Un frente helado se aproxima. Nuevo café helado," which means "A cold front is coming. A new iced coffee." In a statement released yesterday, Jennifer Nagy, a marketing manager of McDonald's NY Metro Region, stood by the advertise ment. "Our customers are at the heart of every decision we make, and we would never do anything to intentionally offend anyone," Nagy said. "When it comes to determining where we advertise, we have an ob ligation to our customers, employees, franchisees, and shareholders to reach our customers as effectively as possible." Lonegan was dismissive of the statement yesterday. "I think that their boilerplate press release is totally meaningless," Lonegan said. "It shows their utter disregard for this community." Lonegan said he called the billboard company earlier this week and asked that the advertisement be taken down after several residents called him to complain that it was in Spanish. "We are a very ethnically diverse community and we're proud of that," said Lonegan, the grandson of Italian immigrants. "But I happen to think the billboard is divisive. I think there's resentment from some parts of the community. "If they don't want to take that billboard down," Lonegan added, "I don't want to buy their products and maybe other Americans like me should share that thought. We should boycott McDonald's." Bogota councilman George Shalhoub said he agreed with the mayor. He said the sign "belittles" Latinos. "Something like this doesn't really help the Latino community," said Shalhoub, the son of Lebanese immigrants. "If they're going to assimilate they need to utilize the language of the country they're in. That billboard helps no one but McDonald's to sell coffee and hamburgers." Martin Perez, president of the Latino Leadership Alliance of New Jersey, an umbrella group of 250 Hispanic organizations, said there is an "anti-Latino" sentiment behind the opposition to the adver tisement. "If the mayor is concerned about the diet of Latinos, I would understand, but that was not the intention," Perez said. "I think that the intention is that they don't want to recognize the fact that we live in a diverse state." Deborah Jacobs, executive di rector of the American Civil Liberties Union of New Jersey, said McDonald's has a first amendment right to advertise in Spanish. "Most Americans understand there are a lot of languages spoken in this country. Advertisers have every right to communicate with customers in other languages if they choose to do so." © 2006
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#1. To: Zipporah (#0)
we should boycott mcDonalds. here in Phoenix where I live we have so many spanish language signs it is amazing, and unpleasant as well. and when they count a portion of the population as 'hispanic' you've got to realize that this includes many people who are american and speak english as first language. but the big corps have a way of assuming that these people are new immigrants speaking spanish primarilly - this is a completely false assumption, yet they make it. the big corps in Phoenix absolutely favor new immigrants from mexico when they hire for any behind-the-counter position at a fast-food restaurant or a convenience store. Those employers, 7-11, Circle K, McDonald's, all the big fast-food restaurants - all of them favor people who speak both languages. Many young people who speak english only complain about it. and the end result is often that the workers are all new immigrants and the people they're serving are 95% english speakers with even the other 5% understanding english and able to order in english. and then they emphasize hiring spanish speakers so much that some of the employees can't speak english hardly at all - and they're serving almost all english speaking people. the big corps have it as their strategy to divide us. there should be civil rights laws enforced over this because they absolutely are discriminating in favor of immigrants by favoring bi-lingual people. it is a form of racial discrimination. but as we all know - the fix is in.
He lost me right there. This is a sign of a very primitive brain. How can you "believe in" a flag? A flag is an inanimate object. You can nail it to a cross, I suppose, but it can't die for you. It never had any life to begin with. I'll say this. Whatever new flag they come up with for the North American Union is meaningless to me. I don't worship flags. That's why it's not possible to "desecrate" one. I'll even give Mexico props for having a pretty cool-looking flag itself. But it's just a damned piece of cloth. It carries no meaning for me. At least half the people in this country never use anything other than the reptilian part of their brains. Very scary and yet another reason it's over for this country.
I've been boycotting McDonald's for years along with Exxon..and I refuse to buy any grocery store product which labels in anything other than English.
"Freedom and human rights in America are doomed. The U.S. government will lead the American people in ...into an unbearable hell and a choking life." Alter the billboards. You don't often even need to climb up to do it. A can holder om a pole with a triggering mechanism operated by wire or fishing line has been a standard in safe quick and effective billboard altering for years in my set of political activists. Perhaps it is time for conservative people to not be so squeamish about this sort of law breaking, because the law is not protecting them. They won't be responsive? Then take the matter into your own hands. When commercial advertizing hurts you politically and socially, it need not be though as needing any protection.
What a quaint problem. The SouthWestern U.S. has tried to make the English language the only language for decades, but no one would listen. Too bad, now it's waaay too late.
there's areas of Phoenix where if you look at the bill-boards sponsored by big companies over 50% of the billboards are in spanish. but if you go door-to- door in those neighborhoods you would find 80% of the words spoken are in english. and you'd find that the spanish speakers mostly speak english as well as spanish. that is what I mean - the corps absolutely favor spanish.
Let me guess. Ms. Jacobs is an American nationalist, concerned with the perservation of both our borders and unique culture.
Well soon you then won't be able to shop for any grocery product .. the North American Community was created to enable the free flow of goods and people.. essentially it's the end of the US ..not US sovereignty but the US as a nation.
Well soon you then won't be able to shop for any Around here, we are also able to learn French when shopping for goods or products.
I'll say this. Whatever new flag they come up with for the North American Union is meaningless to me. I don't worship flags. That's why it's not possible to "desecrate" one. I'll even give Mexico props for having a pretty cool-looking flag itself. But it's just a damned piece of cloth. It carries no meaning for me. I agree beliefs are in principles not in symbols..
Around here, we are also able to learn French when shopping for goods or products. Amen to that.. this country is done finished .. there will be no nation as we've known it or our ancestors.. when GHW spoke of 'the new world order' this is of what he was speaking..
First thing you do, change the name of the town from "Bogota."
LOL!! Excellent point :P
The northeast corner of Texas was practically free of the Spanish language until the last 10 to 15 years. This region was 85 to 90 percent white, mostly of Scots-Irish origin and of a lower socioeconomic class (aka "white trash" to put it unkindly). The other 10 to 15 percent was black. Now the No. 2-rated radio station in the Tyler-Longview market is Spanish language. No. 1 is a "hiphop" station. So one could argue that you've got to go to No. 3 in the ratings before you hear anything in English.
Press "1" if you want English, otherwise, ¿CÛmo estas .
#2. To: Zipporah (#0)
The true things that bind us together as neighbors and community is our belief in the American flag
#3. To: Zipporah (#0)
"If they don't want to take that billboard down," Lonegan added, "I don't want to buy their products and maybe other Americans like me should share that thought. We should boycott McDonald's."
-OBL
"Prohibition...goes beyond the bounds of reason in that it attempts to control a man's appetite by legislation and makes a crime out of things that are not crimes. A prohibition law strikes at the very principles upon which our govt was founded."
- Lincoln
#4. To: Red Jones (#1)
“Those who are too smart to engage in politics are punished by being governed by those who are dumber.” Plato
#5. To: Zipporah (#0)
#6. To: Ferret Mike (#4)
#7. To: All (#0)
Deborah Jacobs, executive di rector of the American Civil Liberties Union of New Jersey, said McDonald's has a first amendment right to advertise in Spanish.
#8. To: IndieTX (#3)
I've been boycotting McDonald's for years along with Exxon..and I refuse to buy any grocery store product which labels in anything other than English.
#9. To: Zipporah (#8)
grocery product... 
#10. To: Sam Houston (#2)
He lost me right there. This is a sign of a very primitive brain. How can you "believe in" a flag? A flag is an inanimate object. You can nail it to a cross, I suppose, but it can't die for you. It never had any life to begin with.
#11. To: lodwick (#9)
Well soon you then won't be able to shop for any grocery product...
#12. To: Zipporah (#0)
Bogota Mayor
I've already said too much.
#13. To: MUDDOG (#12)
First thing you do, change the name of the town from "Bogota."
#14. To: Red Jones (#6)
#15. To: Zipporah (#0)
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