This sign is from the Coors boycott that occurred during the later half of the 20th century. The sign is in Spanish, demonstrating that it was marketed to a Spanish-speaking audience, most likely the Mexican-Americans the boycott was trying to reach. The boycott has several different kinds of material in order to market to each group involved in the controversy surrounding Coors, in this instance, they used Spanish-language material in order to reach the Mexican-American workers who were being impacted by Coors’s racist hiring practices.
This can be seen as a demonstration of how movements with large portions of Latino supporters and workers can use language to appeal to those people. Additionally, the boycott attempted to target different kinds of materials to the needs and interests of individual minority groups, demonstrating the attention being placed towards making sure these communities’ issues were being seen and addressed.
Source:
“No Compre Coors!” (“Don’t Buy Coors!”), ca. 1970s, box 59, folder 1, MSS 612, BC, Frank I. Sánchez Papers, Special Collections and Center for Southwest Research, University of New Mexico Libraries, Albuquerque, NM. Accessed through “Shouldn’t You Be Boycotting Coors?”: Ephemera, Boycotting Counterpublics, and the Campaign against Coors Beer, https://search-ebscohost-com.wooster.idm.oclc.org/login.aspx?direct=true&db=hlh&AN=139127764&site=ehost-live.