The reaction to a commercial made by Coca Cola in the Mixe community of Totontepec, Oaxaca, presents an important opportunity to reflect as a society on the treatment of indigenous communities in our country [Mexico], through advertising and concerning the exploitation of situations of marginalization and of emotions, to persuade the population to consume a product. For a society that is deeply discriminatory of its indigenous population, like Mexico, it is difficult to recognize the actions that perpetuate stereotypes of subordination, stereotypes that place one race or culture above another, as a model. This is even more serious in advertising. It’s enough just to look at the racial profile of people used in advertising in Mexico – in practice, there is no place in advertising for the people who make up the majority of Mexico’s population by far – mestizos. Their presence is only marginal. Read more here.