Word: mendoza
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...irony of hardworking blue-collar families drinking from contaminated wells or lugging five-gallon cans for miles to their kitchens is most galling, of course, to the have-nots themselves. "We keep hearing promises -- water pretty soon, pretty soon," laments Celia Mendoza, who homesteaded here with her husband and two young daughters four years ago. "But most of it has turned out to be a bunch of lies...
...claims of family, the primal unit of Hispanic life. The Mexican poet Octavio Paz recently described it. "In the North American ethic" he wrote, "the center is the individual; in Hispanic morals the true protagonist is the family." It shows in the work of a photographer like Tony Mendoza. He sees in his extended Cuban family what it is that sometimes makes * them comic, but he also knows that their fate is his, their picture...
...meet again this week. Nonetheless, Pantasma seems more weighed down by its bloody past than it is buoyed by any belief that the battles may finally be over. "The people have no confidence in either the government or the contras. They have been oppressed by both," says Padre Victor Mendoza, the town's Roman Catholic priest. "They hope, but they don't really dare to believe...
...more U.S. corporations are spending big money to woo Spanish speakers in their native tongue on radio, television and in print. Traditional English-language advertising agencies and a flock of bright, lively Hispanic firms are rushing to grab a piece of the business. Says Andres Sullivan, creative director of Mendoza, Dillon y Asociados, an eight-year-old Hispanic ad agency based in Newport Beach, Calif.: "People are realizing there's a major business opportunity out there...
Much Hispanic advertising is created by Spanish-language specialty firms. Mendoza, Dillon, whose clients include Miller Brewing and Johnson & Johnson, last year had about $35 million in billings, nearly double its 1982 total. Manhattan's Conill Advertising, which creates Hispanic campaigns for McDonald's and Campbell's Soup, took in $26 million in 1986, up 18% from the previous year...