Spanish McDonald's ad prompts talk of a boycott

**DrMachine** · 07-08-2006, 06:10 PM

http://www.nj.com/news/ledger/jersey...530.xml&coll=1

Spanish McDonald's ad prompts talk of a boycott
Bergen town's mayor calls billboard 'divisive'
Saturday, July 08, 2006
BY ANA M. ALAYA
Star-Ledger Staff

The mayor of a small Bergen County town is calling for a McDonald's boycott if the fast-food chain does not take down a Spanish-language billboard advertising iced coffee.

Bogota Mayor Steve Lonegan said the advertisement is "offensive" and "divisive" because it sends a message that Hispanic im migrants do not need to learn English.

"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 yesterday.

"McDonald's has the right to advertise to their customers in an appropriate and tasteful manner," said Jodi Senese, executive vice president for marketing for CBS Outdoor. "The billboard is directed to the Hispanic residents of Bogota who make up 20 percent of that town's population. Advertisers recognize the diverse makeup of our nation and often reach out to different populations with messages that are relevant through images and or language."

The sign is one of several Spanish-language billboards in Northern New Jersey promoting McDonald's new iced coffee drink. According to Senese, similar advertisements were posted Monday in three other towns with large Spanish-speaking populations -- Irvington, West New York and East Orange.

The text of the advertisement in Bogota reads "Un frente helado se aproxima. Nuevo caf� helado," which means "A cold front is coming. A new iced coffee."

In a statement released yesterday, Jennifer Nagy, a marketing manager of McDonald's NY Metro Region, stood by the advertise ment.

"Our customers are at the heart of every decision we make, and we would never do anything to intentionally offend anyone," Nagy said. "When it comes to determining where we advertise, we have an ob ligation to our customers, employees, franchisees, and shareholders to reach our customers as effectively as possible."

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."

Lonegan said he called the billboard company earlier this week and asked that the advertisement be taken down after several residents called him to complain that it was in Spanish.

"We are a very ethnically diverse community and we're proud of that," said Lonegan, the grandson of Italian immigrants. "But I happen to think the billboard is divisive. I think there's resentment from some parts of the community.

"If they don't want to take that billboard down," Lonegan added, "I don't want to buy their products and maybe other Americans like me should share that thought. We should boycott McDonald's."

Bogota councilman George Shalhoub said he agreed with the mayor. He said the sign "belittles" Latinos.

"Something like this doesn't really help the Latino community," said Shalhoub, the son of Lebanese immigrants. "If they're going to assimilate they need to utilize the language of the country they're in. That billboard helps no one but McDonald's to sell coffee and hamburgers."

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 adver tisement.

"If the mayor is concerned about the diet of Latinos, I would understand, but that was not the intention," Perez said. "I think that the intention is that they don't want to recognize the fact that we live in a diverse state."

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

"Most Americans understand there are a lot of languages spoken in this country. Advertisers have every right to communicate with customers in other languages if they choose to do so."

**Charles Chuck** · 07-08-2006, 06:13 PM

Don't get me wrong, I'm all for a town Boycotting McDonalds, but not because they fear change and other cultures.

What the fuck is wrong with this country.

**JamesV** · 07-08-2006, 06:13 PM

Okay...

They are boycotting because the ads in Spanish?

EDIT: Nevermind. I misread something. Reading it the second time cleared it up.

**Bill Nolan** · 07-08-2006, 06:16 PM

Somewhat off topic:

I went to McDonald's the other day and ordered a Quarter Pounder with no cheese (the way they used to make them when I was younger). The workers in the back sent it out, with the "No Cheese" slip stuck to it, but it ended up having cheese. The cashier said it was because the workers in the back don't speak English.

Now, call me stupid, but they have to be able to read the names of the sandwiches on the display to know what to make. AND I'm pretty sure "no" is the same in Spanish as it is in English. Soooooo, it stands to reason that it was "no" SOMETHING...! Why send it out the same as usual, then?!?

Weak...
- Bill

**DrMachine** · 07-08-2006, 06:19 PM

Originally Posted by bnolan

Somewhat off topic:

I went to McDonald's the other day and ordered a Quarter Pounder with no cheese (the way they used to make them when I was younger). The workers in the back sent it out, with the "No Cheese" slip stuck to it, but it ended up having cheese. The cashier said it was because the workers in the back don't speak English.

the funny thing I've noticed is that around here (Boston) all the fast food employees seem to have trouble speaking english...in El Paso it wasn't a problem

anyway...my thoughts are that this is ridiculous and borders on invading on McDonald's (the company) 1st amendment rights, if that makes any sense at all. At the same time people have the right to boycott anything they want for whatever reason they want and nobody deserves a boycott more than McDonalds right?

ultimately I feel likt it's a marketplace issue, if people don't like the ad then don't eat there...if they do then please...go eat there, the government has no place in telling them what language to advertise in

**Princesa** · 07-08-2006, 06:24 PM

As a puertorican let me say boycotting because the ad is in spanish is dumb. Half my family doesn't speak english.

**Ray G.** · 07-08-2006, 06:26 PM

Typical overreaction. The question of a national language should be debated, but this is just dumb.

**Charles Chuck** · 07-08-2006, 06:28 PM

Originally Posted by Ray Goldfield

Typical overreaction. The question of a national language should be debated, but this is just dumb.

A national language, this is the best use of our time?
What are you afraid of?

**Matt Jay** · 07-08-2006, 06:37 PM

Originally Posted by Charles Chuck

A national language, this is the best use of our time?
What are you afraid of?

Que?

**half guard** · 07-08-2006, 06:38 PM

Originally Posted by DrMachine

in El Paso it wasn't a problem

true, but there are flies EVERYWHERE. i spent some time in el paso a few years back and the only way i could think of to describe it would be texas' asshole. there was litter everywhere and the whole city just had a 'dirty' feeling to it.