Daily Archives: April 9, 2009

Jack in the Box Commercial: insults to PWDs go bilingual

 

The latest Jack in the Box commercial, for their new mini sirloin burgers, features mini cowboys on mini horses, herding mini cattle, to country western style music, (a corrido in the Spanish commercial– someone is working overtime on cultural sensitivity and awareness!)  

The mini cattle of course, are simply scaled down, the mini horses are miniature horses, but the mini people are little people, with munchkin voices.  

While dwarfs,  arguably, aren’t disabled, this type of ridicule is indicative of and consistent with attitudes toward pwds, and  the attitudes toward anyone who does not conform to the specific physical norm.  Discriminatory attitudes have more to do with social constructs and values, then real differences.  (Got wings?)  Apparently laughing at non-normative bodies is good for business!  I doubt that they went to all this effort to reach out the little people market!

you can see it here, in English or Spanish, then contact the company at that link, and let them know what you think of this insulting exploitation of the human condition. 

(Scroll over, Spanish is the las commercial, English is the penultimate one. )

http://www.jackinthebox.com/