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He's even a dim memory for us forty-somethings valiantly staving off assaults of incipient Alzheimer's, but back in the day, Frito-Lay corporation's Frito Bandito was the cock of the walk when it came to corporate animated spokespeople--the Trix rabbit, Lucky Charms leprechaun and Uniroyal Tiger (nightmarish rogue), have nothing on this avatar of "Mexicanicity." For an oldie but a goodie, look up Chon Noriega's piece on the Frito Bandito for the San Diego Latino Film Festival back in 1987. A fan site on Mr. Bandito is here.
Here is the first Frito Bandito commercial; a second variation follows, with Mel Blanc doing the vocal honors; the Bandito commercials were developed by Isadore "Friz" Freleng of Speedy Gonzales fame.
A brief reading of the Frito Bandito appears in Seductive Hallucination Gallery Two in my UTPress Tex[t]-Mex volume on Mexican stereotypes in American mass culture.
If there was ever to be a entry in the dictionary for "Mexican stereotype," this Frito Bandito should be pictured. It's slightly disturbing to think that this poor representation of Mexican culture is being used to push a product. Everything about this character screams black and white stereotype: his voice, name, apparel, and seedy character. But what I find really interesting is the mix of basic Spanish words in the Bandito's speech. The commonly known Spanish words (like loco and various numbers) are interspersed and are supposed to give a more authentic feel to the Bandito's character. But I see it more as an affirmation of the limited scope of the white audience's cultural understanding. In a way, it can be seen as poking fun at those who see the world through a stereotypic lens.
ReplyDeleteJackie Kolbeck
After reading Jackie Kolbeck's comment I agreed with her in the sense that the Bandito commercial can be seen as poking fun of the way people who hold stereotypes to be true look at the world. This also brought to mind a play I had to read in another class of mine. The play is called Los Vendidos and it is by Luis Valdez. It is a great example of an artist criticizing and making fun of the stereotypes about Mexicans. The play takes place in a dealership, but instead of selling cars they sell Mexican robots. There are all different kinds like the Farm Worker model who only needs to be fed beans, or the city robot equipped with a pocket knife and dancing shoes. But of course the gringo lady who is shopping picks the Mexican- American model who is light-skinned and college educated. This play is a brilliant twist on stereotypes and the "ethnic mannequin" that we have so often discussed in class. I recommend it to everyone.
ReplyDeleteIt seems that when people are uncomfortable turning to laughter and jokes is a way of dealing with the unknown. This Bandito, including its apparel and speech, adds to the never-ending race machine. I agree quite firmly with Jackie's comment and the fact that there is an utter lack of cultural understanding across the board. I think though it is the citizens of the U.S.A who are most guilty of fueling the ignorant flame. In Europe, Asia, and throughout the world there is an appreciation for their history, heritage, and culture. There is also a respect that I feel Americans do not have and this Bandito proves that point. Unless we stop poking fun the stereotypes will not stop and cultural understanding will simply be a myth.
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