Post by WaTcHeR on Jul 12, 2006 14:36:19 GMT -5
07.12.2006 - 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 café 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."
www.nj.com/news/ledger/jersey/index.ssf?/base/news-3/1152334632215530.xml&coll=1
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 café 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."
www.nj.com/news/ledger/jersey/index.ssf?/base/news-3/1152334632215530.xml&coll=1