Hispanic Holidays: Cinco de Mayo

Do Mexicans celebrate Cinco de Mayo?  YES!

Cinco de Mayo is a Mexican patriotic celebration that has been adopted in the United States as a Festive Holiday for both the Hispanic and the General markets. The day celebrates the victory of the Mexican army over the French army at the Battle of Puebla in 1862.  Cinco de Mayo is commonly mistaken as the Mexican Independence Day, which is celebrated on September 16th.

However, Cinco de Mayo is also a date that represents a symbol of Mexican and Latin American unity and patriotism. In Mexico, Cinco de Mayo is celebrated with parades, carnivals, civic events and even with live representations of the battle. In the U.S., the celebration was adopted in the early 1930’s. Cinco de Mayo became a celebration in southwestern towns and cities with a high Mexican population. During the 1960s, the Chicano Movement adopted Cinco de Mayo as a celebration of Mexican culture. Since then, Cinco de Mayo evolved into a bi-cultural festivity that expressed the Mexican-American identity.

During the 1980s a big commercialization process took over the Cinco de Mayo celebration, when the alcohol industry began to market it as an excuse for celebration and heavy drinking among all segments of the U.S adult population, and especially among young people.

For Spanish-dominant Hispanics, Cinco de Mayo represents an opportunity to celebrate their patriotism and identity. Across the country carnivals, street celebrations, and concerts take place on May 5th, and in some cases they last for more than two days. Examples of these events are: Celebración del 5 de Mayo en la Placita Olvera (Los Angeles), The National Cinco de Mayo Festival at the National Mall (Washington D.C.), and the Cinco de Mayo Fiesta (Portland, Oregon). 

Every year before the Cinco de Mayo celebration, big advertising campaigns are launched promoting alcohol consumption targeted for both the general market and the Hispanic markets. Thus, Cinco de Mayo represents a gateway for brands such as Miller, Budweiser or Coors to reach the Hispanic population.

cinco_lady1_sm.jpg 

Image source: http://www.marumontero.com/cinco.htm

Advertisements

2 Responses to Hispanic Holidays: Cinco de Mayo

  1. […] Cinco de mayo NHTSA planner (Friends don’t let friends drive drunk) Let me begin by saying that it is me in the poster below on a bad photo shoot day. The campaign was created by The Media Network, Inc. for the National Highway Traffic Safety Admistration (NHTSA) to promote sober driving after Cinco de Mayo celebrations. […]

  2. […] Cinco de mayo NHTSA planner (Friends don’t let friends drive drunk) April 8, 2008 — themedianetwork Let me begin by saying that it is me in the poster below on a bad photo shoot day. The campaign was created by The Media Network, Inc. for the National Highway Traffic Safety Admistration (NHTSA) to promote among U.S. Latinos sober driving after Cinco de Mayo celebrations. […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: