Day 17 (Tues., June 15)

This past semester my views as a feminist evolved dramatically. The previous semester I learned what it means to be a feminist, but it wasn't until this past semester that I slowly found out how to practice it. Above you can see a normal advertising for Tecate, a Mexico-based beer. I saw this advertising the first day on the job when I got here two weeks ago and I was very pleased. Back home in Cali, there was a very disturbing image of this very same advertising. Only, instead of this new "Made of Glass But Not Fragile" slogan wasn't on the ad. Instead, "Finally... A Cold Latina" (pictured below) was on it. It pissed me off seeing it so I had to make my personal attempt at answering that stupid ad. So for my Chican@ art painting class I painted the piece below. I entitled it "Tecaye" as in "I Shut You Up" in Spanish. It's my take on women and feminists standing up against stupid ads like that. As a student I have learned to grow as a person. A year ago I worked on an advertising that was very sexist. At the point I had no idea how rude and inconsiderate it was. All I cared about was that the advertisement did is jog: got people to laugh and look at it. That advertisement was part of work I did with classmate Ana Gutierrez. We won an award, but we did not take the first prize because of its controversy. Although this was a very well executed advertising effort, we did not get the top prize and now, 14 months later, I know what the judges did not give us a first place. In all, I am glad that Tecate became smart and took off the stupid slogan and came up with this one. I believe "Made of Glass But Not Fragile" shows this Mexican product as being very reliable and strong.

 

This is the original ad slogan.

My response: "Tecaye"

Yesterday-Main-Tomorrow