Spanish McDonald's ad prompts talk of a boycott; Bergen town's mayor calls billboard 'divisive'

STAR LEDGER ^ | Saturday, July 08, 2006 | ANA M. ALAYA Star-Ledger Staff

[Liz]

The mayor of a small Bergen County, New Jersey town is calling for a McDonald's boycott if the fast-food chain does not take down a Spanish-language billboard.... Bogota Mayor Steve Lonegan said the advertisement is "offensive" and "divisive"......"The true things that bind us together as neighbors and community is our belief in the American flag and our common language," Lonegan said. "And when McDonald's sends a different message, that we're going to be different now, that causes resentment."

Representatives for McDonald's and CBS Outdoor in New York, the company that owns the billboard on River Road in Bogota, defended the advertisement....said Jodi Senese, executive vice president for marketing for CBS Outdoor.

Jennifer Nagy, a marketing manager of McDonald's NY Metro Region, stood by the advertisement.

Lonegan was dismissive of the statement yesterday. "I think that their boilerplate press release is totally meaningless," Lonegan said. "It shows their utter disregard for this community."

Martin Perez, president of the Latino Leadership Alliance of New Jersey, an umbrella group of 250 Hispanic organizations, said there is an "anti-Latino" sentiment behind the opposition to the advertisement.

Deborah Jacobs, executive director of the American Civil Liberties Union of New Jersey, said McDonald's has a first amendment right to advertise in Spanish.

[Caipirabob]

This is capitalism pure and simple - marketing a product to maximize sales. its the American way.

I wholly agree, per my second post. My commentary was more of a generalization on the language thing. I just feel strongly about the overall debate. Private business owners know their market and how to reach it. I won't dispute that point. Again, coffee induced rant. : )

[tkathy]

A private company can advertise however it wants. And we the people can boycott however we want. We don't have to shutup and take it.

[Darkwolf377]

Who suggested otherwise?

But what is it exactly that you have to "take"? How is their advertising to Spanish people something that hurts you? In what way, specifically, does it force you to "take" anything?

[freeangel]

"Why shouldn't McDonalds adverise to whomever they want to?"

You are absolutely right! And if the American citizens are fed up with pandering to the non English speaking "residents" of this country, then they also have the right to go to spend their dollars at another establishment.

[upchuck]

Caffeine induced rant off.

Nice rant. More caffeine please? J

[KeepUSfree]

But how is that infringing on their "freedom of speech"??

Freedom of speech does not mean that therewon't be any negative consequences due to what someone says - just ask Natalie Maines of the Dixie Chicks. They have lost millions of dollars due to her and her big mouth. "Freedom of Speech" just means that jack-booted government thugs won't be kicking down your door and hauling you away for what you said.

The true beauty of "Freedom of Speech" is that you can say what you want, and I can say what I want. But, I don't have to purchase your products if you say something I don't like. Furthermore, I am free to organize others who feel the same as I do. If I get enough folks together to have a financial or public image impact on a company, they may see fit to change their view (or not aka. Natalie referenced above). And, in this case, they are a McDonalds Franchise....so what happens to them effects McD's nationwide.

Capitalism and Freedom are WONDERFUL things ...

[Pablo64]

I have no problem with McDonalds putting up billboards in whatever language they want to. It's their company, their advertising dollars, and they are the ones taking the risk. I've even seen graphics on their food containers that are in multiple languages, not just English or Spanish, and it makes perfect sense.

This is still America and private businesses can take whatever advertising risks they see fit to attract more business. If it works, great; if not, well those are the risks.

[ikka]

Deport the illegals and McDonalds will go back to English-only.

[burroak]

A private company has the right to advertise any way it wants to.

The larger point is: McDonald's needs to google "Dixie Chicks and loss of revenue"?

All too often diversity and multiculturalism has prompted companies and individuals to pander to special interest groups, then howl to high heaven when the community at large diametrically opposes them.

There is an awakening happening in America. PC is purely for politicians. Liberals have attempted to shape the discussion by taking the high ground with passing everything through the PC filter. For a long time they have had their way, but I sense a change. Individual citizens are less intimidated now. The left is indignant that the unwashed have decided to can the PC stuff. After having led us to the "enlightened" view of what is PC, it is impossible for the liberals to comprehend the ingratitude.

Probably 3/4 of what I believe would be politically incorrect. I don't give a damn; I'm not running for office.

[Liz]

All too often diversity and multiculturalism has prompted companies and individuals to pander to special interest groups......

In light of the raging national debate against amnesty, the McDonald's foreign language ad looks less like a marketing campaign than it does a political statement that comes down squarely on one side of an unpopular issue.

That is what is so offensive. Before the political controversy, the ad campaign would have been innocuous and no big deal to most people.

As the anti-illegal political battles rage, suddenly McDonald's looks like it is sticking its finger in the eye of the average American opposed to amnesty.

They should just stay out of it right now.

[Liz]

There is an awakening happening in America. PC is purely for politicians. Liberals have attempted to shape the discussion by taking the high ground with passing everything through the PC filter. For a long time they have had their way, but I sense a change. Individual citizens are less intimidated now. The left is indignant that the unwashed have decided to can the PC stuff. After having led us to the "enlightened" view of what is PC, it is impossible for the liberals to comprehend the ingratitude.

Wish we could get that on a tee shirt.

[stephenjohnbanker]

No McSalads for McMe!!

[raybbr]

I speak Portuguese like a fish breathes water and absolutely love the Spanish language.

I, on the other hand, can't abide the spanish language. It's offensive to my ear.

Now, German. That's another story.

Meine schoene Gotterfunken

Tochter aus Elysium...

[burroak]

"the ad campaign would have been innocuous"

I'm not certain of that. I sense a resentment and resistance to the "know better than thou" attitude.

Since the left can not stand on religious principles, it has to conjure up a liberal Tao which passes for moral superiority. Political correctness is one of those bedrock beliefs for liberals. Where I came from the saying is: "That old dog won't hunt anymore." It works with weak kneed politicians wanting to hold office for its own sake, but not with alot of us. The "silent majority" comes to mind on this issue. Most of us have tolerated the "tsk, tsk" rebuke of the PCer's because they were merely pests; much like a mosquito in the bedroom. At some point the light comes on and the Raid comes out. Zap.

The backlash to PCism will increase and we shall all be freer for it.

[raybbr]

This is a further example of the polarization of the citizens of the United States.

It's kind of a sad irony that the very same people that used to denounce diversity when the libs pushed it are now espousing it when it comes to targeting spanish-speaking customers and voters.

[John Robertson]

"OK, so just who is going to buy cable to get a couple of Spanish speaking channels?"

Millions of Hispanics (legal and illegal) who speak primarily or only Spanish. The answer to your next question is: They can afford it because you pay their social services costs.

[BunnySlippers]

Seesh, come to Los Angeles. About a quarter of the billboards in my neighborhood are in Spanish. McDonalds is onyl one company courting Hispanics.

On the other hand, if it works, more power to the boycotters.

[freeangel]

"we have no right demanding they change their ad campaigns."

Bingo! You are absolutely correct! And they shouldn't mind when American citizens decide to boycott their products because of their political pandering.

[kitkat]

I agree with you. And I'll sum it up with:

The Melting Pot made America a great nation. Diversity divides it.

[Balding_Eagle]

Why can't a private company advertise in whatever language it likes?

Who suggested they can't?