On the heels of our Frito Bandito post, comes this (I think) 1975 ad for Tequila Gavilan. Slogan: “One taste…and you’re not a Gringo anymore.”
If I’m reading this ad correctly, both the woman and the man in this ad are supposed to be Mexican. What’s interesting, then, is the different social construction of Mexican men and women. While the male is the familiar “Frito Bandito,” sombrero-wearing fool, the female is a hot, spicy Latina. Today the Mexican fool is a risky stereotype to pull out, but the hot spicy Latina is still a very common trope.
From another angle, this reminds me a bit of the history of colonization and war. All too frequently, male ethnic others in war are considered enemies, while female ethnic others are considered the spoils of war. So the idea that the racially-othered men are disposable, while “their” women are desirable has a very long history in Western thought (see, for example, Joane Nagel’s great book, Race, Ethnicity, and Sexuality).
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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.
Comments 13
jfruh — August 28, 2009
How could have not mentioned the best part, the bullet-saltshaker offer? Perfect for your stereotypical bandolier! Viva Villa!
Kelly — August 28, 2009
"The Mexican fool is a risky stereotype to pull out, but the hot spicy Latina is still a very common trope."
Well-put.
Deaf Indian Muslim Anarchist — August 28, 2009
They always do that with ALL women from ALL ethnicity groups, especially East Asian females. Women, no matter what their race is, will always be objectified for the heterosexual male gaze.
Lame.
Gomi — August 28, 2009
I don't think she's supposed to be Mexican. If anything, I think she's basically ignored in the ad, just arm candy for the gringo-turned-bandito. The ad's directed at a man and it assumes his transformation, not hers.
another constellation — August 28, 2009
I think the woman may represent the "before"-- in other words, she's still a gringa, albeit one that enjoys Tequila Gavilan. The man, on the other hand is "authentically" Mexican.
Sherry — August 29, 2009
Dude that's not for "salt". Duh.
Tim — August 30, 2009
Men as enemies and women as land has been a part of humanity since pre-historic times, it is by no means solely Western. Bride kidnapping, raids for women, rape camps.
Infanticide of males to lessen war;
http://www.news.com.au/story/0,27574,24732391-401,00.html
Brock — August 31, 2009
Salt shaker my ass, thats a coke necklace
The Sleepy Mexican Stereotype in a Vintage Ad » Sociological Images — November 29, 2009
[...] See also our post on the Frito Bandito and a vintage Tequila ad. [...]
Cora — May 2, 2011
"All too frequently, male ethnic others in war are considered enemies, while female ethnic others are considered the spoils of war. So the idea that the racially-othered men are disposable, while “their” women are desirable has a very long history in Western thought"
Oh wow...I just realized how true it is. It's the same thing for Asians, the men are seen as jokes, the women are are seen as "exotic".