Monday, April 02, 2012

Luchadores: Mexican Wrestlers Hit France

French shoe store Eram has launched a sweepstakes with the grand prize being a trip for two to Cancun, Mexico. Featured in its publicity posters promoting its brand E-You are five luchadores, with names such as "Rosa La Americana" and "Aldo el Dandino". These luchadores invite you to "Win the battle and spend a week in Mexico." The masked wrestlers are recognizable figures in Mexican sports culture; but what is interesting to note is the gesture and the slogan used with these images of luchadores. The pointing finger and the "I want E-you", allude to Uncle Sam, a figure representative of the United States government. In this context of cultural symbolism, the name "Rosa
La Americana" might exemplify the interlacing of the Mexican and American cultures as lived by many Mexicans residing in the U.S. Even in this ad found outside of the United States and Mexico, we can still perceive a trace of duality of the 'frenemies' Mexico and the U.S.

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