GROUPS CRITICIZE ALCOHOL ADS; BREWER DEFENDS ETHNIC CAMPAIGNS.Byline: Yvette Cabrera Daily News Staff Writer Brizeida Rodriguez is proud that every May thousands of people celebrate Cinco de Mayo Cinco de Mayo (Spanish; “Fifth of May”) Mexican holiday commemorating the Mexican victory over the French at Puebla in 1862. The French army, better-equipped and far larger than the Mexican army, had been sent by Napoleon III to conquer Mexico. , an event that honors the Mexican army's victory over invading French troops in the 1862 Battle of Puebla Noun 1. Battle of Puebla - a battle in which Mexican forces defeated the French in 1862 Mexico, United Mexican States - a republic in southern North America; became independent from Spain in 1810 . But every May, Rodriguez also cringes as she watches commercials tout the event as a time to drink beer, as the celebration becomes more of a drunk fest than a cultural event. And to that she says, ya basta! -- enough's enough! ``We are sick and tired of the alcohol and tobacco industry misusing our holidays, our symbols, and our culture to sell beer, liquor and cigarettes,'' Rodriguez wrote in a essay that is also part manifesto for a movement to keep Cinco de Mayo from becoming another drinking occasion like St. Patrick's St. Patrick's or Saint Patrick's may refer to:
``I'm not even that old, but I see it every year and it's the same thing over and over,'' said Rodriguez, 17. The Valley College student is a member of the San Fernando Valley San Fernando Valley Valley, southern California, U.S. Northwest of central Los Angeles, the valley is bounded by the San Gabriel, Santa Susana, and Santa Monica mountains and the Simi Hills. Youth Organization, a group that works to prevent the use and abuse of alcohol, tobacco and drugs among the Valley's youth. Rodriguez's sentiments are echoed by the San Fernando Valley Partnership, a federally funded drug and alcohol prevention program. The group is promoting a campaign for safe and sober Cinco de Mayo festivities fes·tiv·i·ty n. pl. fes·tiv·i·ties 1. A joyous feast, holiday, or celebration; a festival. 2. The pleasure, joy, and gaiety of a festival or celebration. 3. . ``The alcohol industry certainly doesn't promote a true understanding of our history and our culture,'' said Bill Gallegos, program director at the partnership. ``(Our) goal is to create public awareness of alcohol consumption in the Latino community and to challenge the alcohol and tobacco industries.'' A partnership report found alcohol advertisements that target Latinos and use cultural celebrations to market their product are worsening alcohol abuse problems in Latino communities. The report, titled ``Effects of Alcohol on Latinos in California'' was written by Eduardo Hernandez Eduardo Hernandez (Ed Hernandez) is the trombone player and a backup vocalist for the ska band Mad Caddies. He was raised in Whittier, California. External links
The alcohol industry uses ethnic holidays and festivals, such as Cinco de Mayo to target Latinos, particularly Mexicans, the report found. ``These aggressive marketing campaigns . . . have led to characterizations of these celebrations in conjunction with alcohol consumption,'' Hernandez wrote. The study also found that in 1996 the top three domestic brewers in the nation spent a total of $26.3 million on advertising targeting Latinos. Miller Brewing Co. Inc. and Anheuser-Busch Cos. Inc. were named as two of the companies that heavily invest in marketing targeting Latinos. Miller Brewing Co. did not provide a response to the study, but Anheuser-Busch responded that its ads reflect the country's diversity and that the company targets African-Americans, Italian-Americans, women and men alike. ``To suggest that people of a certain ethnic origin should be protected from certain types of advertising is elitist e·lit·ism or é·lit·ism n. 1. The belief that certain persons or members of certain classes or groups deserve favored treatment by virtue of their perceived superiority, as in intellect, social status, or financial resources. , condescending and insulting,'' said Louis DeLeon, spokesman for Anheuser-Busch, based in St. Louis, Mo. Last year, the San Fernando Valley Youth Organization did a survey and found six alcohol or tobacco related billboards within a one-mile radius of Canoga Park High School Canoga Park High School is a public school located in Canoga Park in the San Fernando Valley of Los Angeles, California, USA, within the Los Angeles Unified School District. It is located right across the street from the Topanga Plaza shopping center. , while San Fernando High School San Fernando High School, located in San Fernando, California, is a secondary school that is a part of the Los Angeles Unified School District. The school colors are black and gold. All girl teams are referred to as Lady Tigers, all boy teams simply as Tigers. , which is predominantly Latino, had 25 similar billboards within a one-mile radius. ``We don't need the alcohol and tobacco industries coming into our neighborhoods, taking over our holidays, bombarding Bombarding is the process of 'pumping' a Cold Cathode Lighting tube (otherwise called Neon Signs). Information A detailed process of bombarding can be found here, Bombarding. us with billboards and radio ads, just so they can make a profit,'' said Rodriguez, a Sylmar resident. ``We want as clean a community as Beverly Hills Beverly Hills, city (1990 pop. 31,971), Los Angeles co., S Calif., completely surrounded by the city of Los Angeles; inc. 1914. The largely residential city is home to many motion-picture and television personalities. ,'' Gallegos said. ``We'd like to have that same uncluttered, unpolluted, fresh environment, without a liquor store on every corner, without alcohol and tobacco ads bombarding our children. We're people too.'' LATINOS AND ALCOHOL Highlights from ``The Effects of Alcohol on Latinos in California: A report for alcohol awareness month, April 1998'' by Eduardo Hernandez, CalPartners Coalition. Latinos consume less alcohol than whites, however, Latino men have higher rates of heavy drinking
Mexicans have higher rates of heavy drinking and also tend to drink larger quantities of alcohol per sitting. Between 1984 and 1995, heavy drinking dropped from 20 percent to 12 percent among whites, but increased from 17 percent to 18 percent among Latinos. CINCO DE MAYO FESTIVITIES Saturday and Sunday Universal CityWalk Universal CityWalk is a part of Universal Studios Hollywood, Universal Orlando Resort and Universal Studios Japan originating from Universal's first park, Universal Studios Hollywood. Fiesta with arts and crafts arts and crafts, term for that general field of applied design in which hand fabrication is dominant. The term was coined in England in the late 19th cent. as a label for the then-current movement directed toward the revivifying of the decorative arts. , music and dancing. Free admission, $6 parking, 100 Universal City Plaza City Plaza is a shopping mall in historic downtown St. Albert, Alberta, Canada. This shopping plaza features heritage architecture and a European small shop ambience. It is home to BITNETS, the award winning technology business, other upscale offices and boutique-style shops. , Universal City, noon to 9 p.m. Saturday, noon to 6 p.m. Sunday. Call (818) 622-4455 for information. St. Finbar Catholic Church and School Fiesta. 2120 W. Olive Ave., Burbank, 10 a.m. to 10 p.m. Saturday, 10 a.m. to 8 p.m. Sunday. Call (818) 846-6251 for information. Olvera Street Olvera Street is in the oldest part of Downtown Los Angeles, California, and is otherwise known as the birthplace of the City of Angels or El Pueblo de Los Angeles Historic Monument and is a department within the city. carnival and celebration. Entertainment, food, artisans and a Saturday Mariachi bands, dance groups, games, a clown, face painting and free cowboy hats given to the first 500 guests. Montrose Shopping Park, 2200 Honolulu Ave., Montrose, 10 a.m. to 6 p.m. Call (818) 248-7373 for information. La Fiesta of Mexican food, games, pinatas, raffles, music and dancing. Admission is $1 for adults and 50 cents for children under 12. Guadalupe Community Center, 21600 Hart St., Canoga Park, 2 to 9 p.m. Call (818) 340-2050 for information. Sunday Cooking demonstrations, games and mariachis. Encino Farmers' Market farm·ers' market n. A public market at which farmers and often other vendors sell produce directly to consumers. Also called greenmarket. , 17400 Victory Blvd., Encino, 8 a.m. to 1 p.m. Call (818) 708-6611 for information. Northwest Family Fiesta celebration. Free admission, art exhibits, demonstrations and parking. Chatsworth Train Depot, Old Depot Plaza Road (north of Lassen Street and west of Canoga Avenue), 11 a.m. to 5 p.m. Call (818) 341-2428 for information. Tuesday Dancing, prizes and food, Hyatt Westlake Plaza, 880 S. Westlake Blvd., Westlake Village. Admission $5; 5 to 9 p.m. Call (805) 496-5630 for information CAPTION(S): Photo, 2 Boxes PHOTO Valley College student Brizeida Rodriguez holds a skull used in a campaign against Cinco de Mayo-related alcohol advertising aimed at Latinos. Andy Holtzman/San Gabriel Valley Tribune BOX: (1) LATINOS AND ALCOHOL (see text) (2) CINCO DE MAYO FESTIVITIES (see text) |
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