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The ethics of marketing Cinco de Mayo / Garrett Pendergraft

Author
Pendergraft, Garrett
Published
London : SAGE Publications: SAGE Business Cases Originals, 2023.
Physical Description
1 online resource
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Summary
Cinco de Mayo leads something of a double life. In Mexico, it is a relatively minor holiday celebrating victory at the Battle of Puebla. In the U.S., however, it has become a massive drinking holiday. This case study explains and examines the factors that have led to a relatively minor military victory in the Second Franco-Mexican War becoming one of the most celebrated (and heavily marketed) drinking occasions in the U.S. This phenomenon raises various questions about cultural heritage, and in particular a question about cultural appropriation: Is there anything morally problematic about a brand capitalizing on a piece of Mexican heritage to sell more product? Addressing this question requires engaging with concepts such as cultural representation and cultural harm (among others).
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ISBN
9781071915233 : (ebook)
View MARC record | catkey: 47383261