I read all the comments on the first post, and I totally agree. I don't think that Jonathan Goldsmith portrays Latin Americans in a negative way. Instead, I now feel that he is completely neutral in relation to that ethnic group as a spokesperson. I feel that to really get this point across, it would make sense to compare him to another ad that features a white person with a Latin accent: The Frito Bandito. For, in this case, racial slurs are the focus, and the ad is obviously insulting and unfair.
Take a look yourself at Goldsmith's ad, then at the Frito Bandito (voiced my Mel Blanc, who was the voice for Speedy Gonzales and Bugs Bunny among others). You can see for yourself that Goldsmith does not offend, whereas Frito Bandito, the ad campaign for Fritos corn chips, depends on racial stereotyping for its image.
I fell that those ads can speak for themselves....
Also, I agree about his age making him unique as a spokesperson. Usually, advertisers for beer and such substances are much younger. However, having an older man take over this role, he appears as a mentor or sorts, a man who has traveled the world and knows a lot and can be trusted.
"Suave, sophisticated and entirely fictional; a man's man, an amalgamation of Hemingway, 007 and Salvador Dali, with a touch of Chuck Norris."(source) His tag lines are: " I don't always drink beer, but when I do, I prefer Dos Equis." And, "Stay thirsty, my friends."
"Beer commercials are usually targeted at young men, and this is another side to the genius of this particular campaign. Not only does it appeal to young women as well as men, but even for the intended audience of young males these ads stand out from the rest. The Most Interesting Man in the World is superbly confident, obviously successful and a clearly a role model." (source)
Euro RSCG commented the following on the campaign:
"Here was the opportunity for Dos Equis: as a brand with an unusual, original and underground status, it could become an outward sign that its drinker was decidedly not average. Dos Equis could become the symbol of a life more interesting. And we would share this truth through The Most Interesting Man in the World."(source)
He is that man we aspire to be.
So... who is he anyways?
He is Jonathan Goldsmith, a Jewish New York born man in his seventies. The accent he imitates from an old friend, the late Argentinian actor Fernando Lamas.
Could this be a form of "brown face?" What are the implications of a white man pretending to be South American in origin? Are there any?
I believe so. Just as by wearing "black face" in the 1927 talkie "The Jazz Singer", Al Jolson only added to the damaging racial prejudice at the time, I believe that Goldsmith, in presenting the South American as a womanizing entitled millionaire, is damaging as well.
Or, perhaps it's not so much that the image he presents is negative (to be the Devil's advocate), but that in general, taking on a spokesperson role of a different ethnicity isn't right to begin with.
Euro RSCG could have hired an actual South American to play the role. The did not. Why? What does this say about the company? Did they themselves have certain predisposed notions that South Americans could not embody such a role?
Whatever their reasoning, the campaign caught on, and Dos Equis got immensely popular. Euro RSCG posted on their webpage:
"Full year case sales are up 20% and total dollar sales are up 33.7% vs. YAG - significantly exceeding the 2.7% category growth rate (Nielsen). Sales in TV markets are outpacing sales in non-TV markets, 21.1% and 15.7%, respectively. Velocity gains for the Dos Equis franchise are 45% and an incredible 85% for lager, which is featured in the campaign."(source)
At museums, he’s allowed to touch the art. . . . His blood smells like cologne. . . . Sharks have a week dedicated to him. . . . He once had an awkward moment, just to see how it feels. . . . The police often question him, just because they find him interesting. . . . He can parallel park-- a train. . . .
