Taco Bell advertisement reflects poorly on Mexican-Americans, speaker says

Kristy Mangos Arizona Daily Wildcat Jose Limon, a visiting professor from University of Texas at Austin, explains how Taco Bell's Chihuahua represents Mexican stereotypes while at the same time showing Mexican social acceptance and economic success in the United States. Limon's speech was entitled "Cultural Studies: The Political Peril and Promise of the Popular Culture; Or, Yo Quiero Taco Bell?"

Jose Limon, a University of Texas at Austin English and anthropology professor who spoke in the Education building's Kiva Auditorium, said there is a lot more to Taco Bell's Chihuahua than one might think.

During Limon's speech, sponsored by the Phi Beta Kappa honor society's UA chapter, he referred to a Taco Bell commercial featuring two young white men who are amazed by a Chihuahua who says, "Yo quiero Taco Bell?"

Limon said "Dinky the Chihuahua" reinforces negative stereotypes about Mexican Americans and represents their upward mobility and economic integration into the U.S.

The speech, entitled "Cultural Studies: The Political Peril and Promise of the Popular Culture; Or Yo Quiero Taco Bell?," drew about 50 people.

Limon said even if the fast-food chain did not intend it, the commercial's furry little animal has a deeper social meaning.

"In his (Dinky's) very small form and relationship to Mexico, this commercial encourages the American public to literally and stereotypically look down on Mexicans," he said.

But the negative effects must be weighed against the fact that Dinky represents an increasing "Mexicanization" of American society, Limon said.

He said Dinky is speaking careful and clear Spanish to an American audience and is inserting his catch phrase into the "national lexicon."

"This Mexican is still speaking to the world," Limon said.

Dinky could say, "Yo quiero political representation," or "Yo quiero full citizenship," just as firmly, he said.

Limon said polls indicate salsa has replaced ketchup as America's No. 1 condiment, and that in Texas, every major politician "either speaks Spanish or is busy learning it."

Thus, Dinky is a contradiction.

After the speech, Ana Perches, a senior lecturer in the Spanish and Portuguese departments, said the accent Dinky uses when he pronounces "Taco Bell" portrays him unquestionably as a Mexican citizen who prefers U.S. culture, "accepting bad American food over Mexican food."

Limon agreed with Perches, but he said the negative images must be balanced against the benefit of inserting "this little piece of language" into popular culture.

Limon has authored three books: "Mexican Ballads and Chicano Poems," "History and Influence in Mexican American Social Poetry" and "Dancing with the Devil: Social and Cultural Poetry in Mexican American South Texas."

Limon will meet with faculty and students today from 10 a.m. until noon in the University of Arizona's Center for Mexican American Studies.

Michael Lafleur can be reached via e-mail at Michael.Lafleur@wildcat.arizona.edu.