NetNews Usenet Archive 1992 #18/NN_1992_18.iso/spool/misc/activism/progress/5788

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From: [e-mail] (Rich Winkel)
Subject: IF: Legal Drug Pushing
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/** nfd.ifeatures: 31.4 **/
** Written  8:55 am  Jul 25, 1992 by ihandler in cdp:nfd.ifeatures **
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News Feature / 1250 Words

Legal Drug Pushing:
How the Ad & Alcohol
Industries Target Latinos

By Elva Yanez
Insight Features /FAIR

   Latinos are being targeted by the alcohol industry in an
unprecedented manner.  Lower alcohol consumption in the general
population has sent the alcohol marketers in search of a new
generation of drinkers.  Latino immigrants are the youngest and
fastest growing demographic group in the U.S>, with an estimated
$188 billion in purchasing power.  Alcohol companies see their
future in these figures.

   The mainstream media have occasionally covered the targeting of
African Americans by the alcohol and tobacco industries, as well as
the community's vocal and active response.  But similar targeting
of Latinos remains an underreported issue.  Since many of the
campaigns take place in spanish-language media, it is not readily
apparent to the English-speaking media or public.  Many whites were
unaware, for example, that until 1989, when activists took on the
issue, Spanish-language television stations regularly advertised
hard liquor.

   Alcohol advertising aimed at Latinos includes ads with Spanish-
language slogans, as well as culturally specific ad campaigns.
Other targeting mechanisms include event sponsorship and
contributions to community causes.  Identical targeting activities
are practiced by tobacco manufacturers in communities of color.

   Industry representative claim that alcohol advertising and
related activities are not intended to attract new drinkers, but
rather to change consumers' brand preferences.  But Latino public
health experts believe that targeting results in increased alcohol
consumption among Latinos, who suffer disproportionately from
alcohol-related problems.

   Alcohol-related chronic liver disease and cirrhosis are the
sixth leading cause of death among Latinos; these same conditions
rank ninth in the general population.  A 1985 study of homicide
victims in Los angeles found alcohol in 59 percent of all Latino
victims, as opposed to 49 percent of African american and 39
percent of white victims.

   When called upon to cease and desist from targeted advertising
to racial and ethnic communities, the alcohol industry warns of
"discriminatory paternalism."  Latino prevention activists say they
do not want special protection from advertising--they just want to
be treated with the same respect as suburban white communities.
Activists also seek equal exposure for the health risks associated
with alcohol consumption that are never reflected in the $2 billion
spent annually on alcohol advertising.

   Billboard for alcohol products saturate inner-city
neighborhoods, often found on homes and next to school yards.
Studies consistently show that there are far more alcohol and
tobacco billboards in most Latino neighborhoods than in neighboring
communities.  A survey conducted in Perth Amboy, New Jersey, found
145 ads on billboards, grocery stores and bar windows in a low-
income Latino neighborhood, as compared to seven in a nearby
affluent, Anglo neighborhood.  In another survey, Latino activists
in Chicago recently found out that out of a total of 233 billboards
in the community of Little Village, 176 advertised alcohol and 40
advertised tobacco products.

   Aside from promoting alcohol products with explicitly sexual
images, it is clear that the alcohol industry and its advertisers
carefully study Latino culture to develop powerful marketing
campaigns directed to Latinos' sense of cultural nostalgia, values
and traditions.

   Recent billboards inn East coast Latino communities, advertising
Felipe II brandy, read "Tomarlo no es pecado" (to drink is not a
sin); the signs featured two priests holding large glasses of
brandy, looking upwards toward heaven.  Latino activists and the
local religious community were outraged by the ad's exploitation of
Latino spiritual beliefs and Catholic tradition.

   In 1991, Jose Cuervo tequila was promoted in West Coast
billboard and print ads featuring El Castillo, a well-known Mexican
pyramid, as the base for a blender full of margarita mix.
"Monumental margaritas," the copy read.  Critic complained that
this ad equated a monument to the scientific accomplishments,
spiritual life and history of the Mayan people to the consumption
of alcohol.

   Many ads in Latino publications serve to promote the alcohol
industry's "philanthropic" activities within Latino communities.
Industry critics claim these donations are attempts to buy the
goodwill of the Latino community, and persuade Latino organizations
and publications to be silent on critical public health issues.
The cost of print ads promoting contributions is sometimes
significantly higher than the amount of the original donation.

   Magazines that rely heavily on alcohol or tobacco advertising
rarely feature stories on the adverse affects of these products,
and often carry positive news items and features about the
advertisers' activities in the Latino community.  Vista magazine is
a weekly newspaper supplement for Latinos written in English, which
frequently carries full-page alcohol or tobacco ads, at a cost of
$29,000 apiece.  A six-month editorial calendar in 1989 indicated
no coverage of alcohol or tobacco issues, although a number of
health issues relevant to Latinos--including AIDS, domestic
violence, diabetes, skin cancer and steroids--were covered.
However, two stories featured programs funded by the Coors Brewing
Co., one of the magazine's regular advertisers: the National
Hispanic Leadership Initiative and the Coors Paint-A-Thon.

   The contributions of alcohol companies often send mixed
messages.  Anheuser-Busch, the leading U.S. beer manufacturer, ran
an ad promoting their support of the National Hispanic Scholarship
Fund in Hispanic Business (10/90). In contrast, the January 1989
issue of Lowrider, a tabloid monthly, has a glossy double-page
centerfold ad promoting the "Lowrider of the Year" program
sponsored by Anheuser-Busch.  the ad features the winning entry, a
souped-up car by the name of "Brandy Madness," and a sexy young
woman; a smaller, accompanying photo shows a hand reaching for a
Bud under the slogan "Es para Ud." (This Bud's for You").

   Hispanic Business is written for Latino adults in the business
and professional world. Lowrider is aimed at Latino males between
the ages of 16 and 24.  While the beer company presents is socially
responsible side to upwardly mobile Latino adults concerned about
their children's education, the irresponsible message given
directly to Latino youths links drinking with driving and stresses
the antithesis of educational achievement.

   Latino communities across the country are taking action to
counter the effects of targeting by the alcohol industry, forming
new Latino public health groups, such as the national Latino
Council on Alcohol and Tobacco (LCAT) and the California Latino
Alcohol and Other Drug Coalition (CALLADCO).  In June 1992, LCAT
hosted the first national conference devoted exclusively to the
topic of targeting of Latinos.  In many Latino communities,
attempts are being made to gain regulatory control over alcohol
advertising on billboard as well as alcohol outlet licensing.

   Artfux is a group of six New Jersey artists who have altered
numerous alcohol and tobacco billboards in the Jersey City and New
York City areas.  The group replace the promotional copy and images
on the billboards with starkly realistic counter-messages about the
effects of these products. While civil disobedience such as
whitewashing billboards is being practiced in other communities
disproportionally filled with alcohol and tobacco billboards,
Artfux's work has a Latino spin: Reminiscent of the mural tradition
in Mexico, Cuba and U.S. barrios, the "liberated" billboards convey
a politically charged health message to the masses through large-
scale public art.

   The current struggle is being waged against alcohol advertising
and other targeting activities strikes at the financial interests
of the alcohol manufacturers and advertisers--two large and
powerful industries.  But with the health and well-being of the
Latino people at stake, activists believe they can use the
indigenous resources of their communities to effectively counter
the industries' financial muscle and lobbying clout.

                            -- 30 --

   Elva Yanez is the resource center director of the Marin
Institute for the Prevention of Alcohol and Other Drugs, 1-415-456-
5692.  This article appeared in the July / August Extra! published
by Fairness and Accuracy in Reporting, 130 W 25th St, New York
City, 10001.
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