HIJACKED HOLIDAY? ADS EXPLOIT CINCO DE MAYO.

Byline: Brent Hopkins Staff Writer

Cinco De Mayo, celebrated in the ever-growing Mexican-American community for its historical significance, has attained a new meaning, scholars say, one with a more cynically American value - commercialism.

Rather than focusing on the traditional, family-oriented celebration, they say, the holiday has become a marketing tool for beer companies and chip manufacturers, looking to borrow cultural traditions to make a quick buck.

``There can't be any holiday without commercialization these days,'' said Jorge Garcia, dean of humanities for California State University, Northridge. ``Everything is driven by consumerism.''

The problem with the Americanized version of the holiday, he said, lies in its insensitive treatment of an important Mexican event, a military victory over French colonialists. His colleague, David Diaz, a professor in CSUN's Chicano Studies Department, agreed, pointing to a 1970s misappropriation of the tradition.

``Cinco de Mayo became an important local event to celebrate Mexican history and to serve as a catalyst for Chicano culture,'' Diaz said. ``But when corporate America started to recognize the future trajectory of the Chicano population - the level which it has reached today - it started to support the activity.''

With a Latino community that has grown by as much as 47 percent in Los Angeles County in the past decade, companies saw a rich market to tap into. As a result, the small neighborhood fiestas of the past suddenly sported beer stands with corporate logos, hawking cervezas and hyping up traditions that didn't necessarily have any cultural significance.

``When you see the (promotional) opportunities from the alcohol companies, those little cards on your table that say 'el drinko for el cinco,' that's pretty crass marketing,'' Garcia said. ``Non-Mexicans get in the spirit, and the way to do it in this society is to consume some spirits.''

Though these promotions are still very much in effect, there are alternatives, the professors reported. Rather than going out and slamming down tequila and munching bar nachos in the name of the holiday, Garcia recommended a more culturally sensitive approach.

At the Vallarta Supermarket in Canoga Park, business was booming Friday with patrons gearing up for their own celebrations.

``Cinco de Mayo es especial,'' said Nelly Cuentas, a Canoga Park resident waiting for her order from the butcher.

She was stocking up on diesmillo de res for her carne asada barbecue, one prepared each year for a massive family gathering. A few aisles down, Brenda Sparks picked out some tortillas to prepare for a fiesta for her special-education students at Park Hills school

``We try to celebrate all the holidays for all the cultures,'' she said. ``We try to include different things so the students can learn more.''

And on the business end, there are responsible parties, as well. Rod Gietzen, whose wife is the namesake for their two Yolanda's restaurants in Ventura County, is preparing for his business to double tonight. Sensitive to the feelings of the Mexican-American community, he's making sure to do it right, hiring authentic mariachis and not relying on inappropriate promotions. While he sells more margaritas on Cinco De Mayo than on most days, he wants his customers to enjoy them responsibly.

``We order extra everything, especially in the beverage department,'' he said. ``But I'm more in the restaurant business, and I'd like to keep it that way. We're here for the neighborhood, just like always. Most people are well-behaved, but there's always a few who get out of hand.''

Through efforts like Gietzen's, Cinco de Mayo can reattain its historical significance, Diaz said.

``Cinco de Mayo has become institutionalized in the Southwestern culture,'' he said. ``European-Americans have become cultured in Mexican-American ways.''

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2 photos

Photo:

(1 -- color) Elia Cardenas, left, and Mauricio Bustos select avocados Friday at Vallarta Supermarket for a Cinco de Mayo party.

(2 -- color) Vallarta Supermarket butcher Manuel Sanchez slices ranchera cuts of meat, the most popular for Cinco de Mayo.

Michael Owen Baker/Staff Photographer