Negative Mexican Stereotype in Burger King Ad
A promotion of a new hamburger by the American based company, Burger King, in European countries is raising quite in storm in Mexico. A Mexican student studying in Spain wrote a letter to the Mexican newspaper, El Universal, about a new hamburger called the “Texican”. The burger according to internet reviews contains taco flavor or chile con carne as well traditional hamburger elements. Reviews for the large spicy hamburger itself on multiple internet sites have been favorable for the most part, however, what has many Mexicans so inflamed is the advertising campaign.
The ad for the “Texican Whopper” features an illustration of a tall,slim,light-skinned Anglo dressed as a cowboy standing beside a much shorter, obese, and dark-skinned Mexican wrestler wearing the Mexican flag as a poncho. Hundreds of Mexicans have written comments in response to the editorial some saying there are more important issues to worry about and others saying the ad should be considered illegal.
Mexico does have a law called the Law on the National Coat of Arms, Flag and Anthem which governs respect for the flag of Mexico similar to laws in most countries but has no power outside of the country to enforce respect for the national symbol.
The illustration is only a part of the controversy because the key wording in the ad says unidos por el destino which means united by destiny. Some Mexicans are taking this to mean that Mexican identity is doomed to disappear and be absorbed into American destiny. Interestingly this coincides with a new agenda for the Mexican political party which used to be the only one in Mexico, the “PRI”, which lately has been making rumblings for removing foreign influence from Mexico’s business and banking centers. The fact that the Burger King is an American based company is also a key point in the discussions.
Some of the Mexicans who wrote comments in El Universal did not think it was big issue, but the more I look at the ad the more I think its not only in poor taste but portraying a denigrating stereotype. Those of us that grew up and live on the border understand the concept of “Tex-Mex” has always been a cultural delineation of extreme sensitivity if constructed the wrong way. Showing a short and obese Mexican wrestler in the national symbol of the origin of the Mexican people is insulting or worse. This is not an Olympic athlete receiving a medal or celebrating a victory.
Burger King just announced a recent expansion in Mexico with the planned introduction of kiosks that would sell desserts. They have been championing new technology to reduce energy use. Overall in Latin America profits exceeded $ 5 million in 2008, which represented a12% growth with respect to 2007. After the U.S., Canada, and European countries, Mexico is the sixth leading market for Burger King as reported in El Universal just earlier this month.
I am an American citizen but I share a respect for my Mexican heritage that is insulted by this ad. A few years ago many Mexican-Americans felt the “Frito-Lay Bandito” was inappropriate and this is a worse example. I will be the first critic of over zealous political correctness but this is one of the cases where the line has clearly been crossed. My feelings and reaction would be the same to an ad of a short and fat American wearing an American flag as a poncho. My advice to Burger King is to change the ad because when they do I want to try the “Texican” myself but until then don’t count me as a customer.
Thanks for reading Contempo Magazine blog which discusses issues for McAllen, the Rio Grande Valley, and America from a conservative Hispanic point of view. Tony Magaña grew up in McAllen Texas, attended Texas A&M University, served as an officer in Army Reserve, and holds a doctorate from Harvard University. The co-founder of Contempo Magazine has participated in Valley business for over 20 years. He is a member of the National Association of Hispanic Journalists and also writes for the American Daily Review
