JULY 8,1998
(Elje |JortLanò (Observer
Page A 7
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A weekly publication from
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H is p a n ic
M arketing
Julio de Diego: Works
By The Contem porary
Spanish M aster
A
G etting
into the
action
rt o f the People proudly presents the estate o f Julio de Diego (1900-1979), a highly influential Spanish
painter o f the 20th Century. This extraordinary collection of artwork includes etchings, lithographs and
bx
he logical and prac­
tical step for anyone
in business, retail or
otherwise is to recognize that
the Hispanic community was
growing, it is growing and will
be growing further, well be­
yond expectations.
The num ber o f people in
the West who speak Spanish
as a first language is rising.
Are we shopkeepers prepared
to make sure that our custom ­
ers daily needs are met?
They need products and ser­
vices like anyone else, the
only difference is that they
wish to conduct their busi­
ness in their native language,
so once again the need to be
prepared to make sure that
Spanish speaking custom ers,
daily banking, grocery, m edi­
cal, governm ent, education,
social services as well as law­
yers and restaurants etc. needs
are met as conveniently as
possible.
Some well intended persons
think that the Spanish lan­
guage is a dialect, more than
one dialect for that m atter and
feel that they are sensitive to
the needs o f the people, but
fail to seek professional as­
sistance when attem pting to
better serve Hispanics. They
use “ in h o u se" m arketing
people as well as some o f their
em ployees o f Hispanic heri­
tage. Most o f the tim e, the
Hispanic marketing strategies
are often flawed.
original paintings and drawings.
De Diego was active in the United States from the 1930's through the 1960’s. By 1951, during which he was
a featured artist in the magazine Art in America, de Diego’s works were already in collections at the Metropolitan
Museum o f Art in New York, theChicago Art Institute and the Phillips Memorial Gallery in Washington D C His
works are charged and poignant, though often abstract. His themes range from the disasters o f war to the ephemeral
nature o f the cabaret. Married to the infamous stripper Gypsy Rose Lee, many o f de Diego s works retlect the
vibrance and excitement of the stage and epitomize his belief that “art should be dynamic: the moment it becomes
T
static, it is no longer art.”
Julio is a picture-talker, not a word-talker. When he writes a letter to a good friend, instead o f words he uses
pictures which go straight to the point. Julio always thinks in images. Even when not at his easel, he is painting
his next picture.
. .
Some people declare Julio is in a new religious period - a flashback to his early upbringing. Many artists today
are going back to basic religious themes. If you question him on this, he will say, “Very well, if that s your
interpretation, you are welcome to it. 1 am only painting my emotions.”
From his earliest years in painting, Julio has been vitally concerned with the best technique to use tor any
particular subject, so that he probably knows more about methods o f painting than other American artists, he
employs surprising, unusual combinations to get these powerful effects.
Julio is a most inventive and resourceful artist. He paints in a style appropriate to a particular theme or mood,
squeezes everything out of that style, then goes on to another phase, which has no relationship whatever with that
oflast week. All this confirms the vast fertility ofhis mind. As he expresses it: “Art should be dynamic: the moment
it becomes static, it is no longer art. Nature is changeable: it changes every day, every month, every season, every
year, following a wonderful rhythm. All these changes produce remarkable inventions from which we should
learn, not copy.”
,
We realize the impossibility o f expressing in black and white the excitement and color ot Julio s work. W e urge
you to see the originals in the museum nearest to you.
Zapatistas Tratan De Salvar Los Inòegenas Cpiapanecos
Quienes son ios Z a p a t is t a s
Los Zapatistas son un grupo de
¡ente indígena Realizados en los
tosques de Chiapas un estado de
dexico que la pobreza ha sido mas
icentuada con racismo por la gente
onocida como los Coletos de ori-
;in criollo descendientes de los
:olonizadores Españoles que por lo
;eneral son los ricos y propietarios
te las tierras y haciendas, ellos
elean para mejorar las condiciones
parte del gobierno federal, represión
política y violaciones a los derechos
civiles. Unidos ellos pelean por los
campesinos y sus familias que han
tenido que abandonar sus casas por
g ru p o s p a ra m ilita re s que los
acosaban continuam ente. Desde
1994, como 16,000 de ellos han sido
quemados de sus hogares y de sus
milpas.
Campesinos por naturaleza
milpas, vaiiipvaun.'^
- -------
ellos se han refugiado en las selvas
I a o n n J n n i i n e to »»ctoílíl
La región de Chiapas produce
55.0% de la energía Hidrroelectrica
y 20.0% de la energía eléctrica que se
consume en la nación Mexucana, y
esta comprobado que sus reservas
del petróleo crudo son un poco menos
que Venezuela en el hemisferio del
oeste, a pesar de estas gran estatisticas
la gente es siempre ignorada cuando
se comparan con otros segmentos de
la sociedad Mexicana. 51.0% de su
población son iliteratos, 70.0% de
las casas
—
------ no tienen electricidad, la
mayoría no tienen agua potabley
malnutricion. Cuando los campesinos
entran las selvas, enfermedades que
son simples de curar les causa la
muerte este grupo llamado EZLN
esta tratando de establecer derechos
humanos básicos.
Porque los Zapatistas Pelean
La misión de ellos es de poner
dignidad en la vida diaria para la
gente de Mexico, especiticamente,
el Ejercito Zapatista de Liberación
N acio n al
dem anda
la
implementacion de tratado de San
.
.
r-
j
II
„ „1
Andrés firmado entre ellos y el
on no/
— u;------~
rl» l„c
*■-----J -
R ichard L uccetti
X-*“ « '-'''
Pohrprn
1996, este tratado efectivamente
creara igualdad entre los indígenas
y sus relaciones con el gobierno
Mexicano, y darles el derecho de
decidir como vivirán, y al mismo
tiempo permitirles ser parte integral
de la nación Mexicana.
Porque es Importante que los
Americanos sepan del Sufrimiento
Zapatista
Los reglamentos del gobierno
Mexicano acerca de los Zapatistas.
S igue siendo com o a n te s,
violaciones de los derechos civiles,
í 'n n tin u rd T o N ext Pase
People with different views
almost always will bring the
subject o f English Only or,
now that you live in the USA.
The language o f record is
English. Mean spirited views
does not coincide with the fact
th a t H isp a n ic s w ill shop
where they are treated with
respect and kindness, places
that makes them feel welcome
and that cater to their needs.
Those that are willing to prop­
erly address the growing His­
panic market will be rewarded
handsomely.
T he g ro w in g H isp a n ic
p o p u la tio n , m ost notab ly
M exican, in Oregon and else­
where has created tremendous
opp o rtu n ities for Hispanic
food items. The wide variety
o f products are being m ar­
keted not only to Hispanics,
but to the general population
as well.
For example, 40% o f torti­
lla sales in the general super­
market are made to Anglo cus­
tomers. There is so much more
room to grow with all prod­
ucts, but it will take further
education o f the Anglo cus­
tomer.
For all your Hispanic M ar­
k e tin g n e e d s, p lea se call
Luccetti at (503) 255-4707,