Perturbed by ASHAWire Ad I am a member of the ASHA Multicultural Issues Board (chair, 2012–2013); was SIG 14 coordinator (1999–2001); and received the 2008 ASHA Certificate of Recognition for Special Contributions in Multicultural Affairs. I was very perturbed by the advertisement for ASHAWire in the April 2014 issue. This advertisement, as a part ... Inbox
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Inbox  |   September 01, 2014
Perturbed by ASHAWire Ad
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Cultural & Linguistic Diversity / ASHA News & Member Stories / International & Global / Inbox
Inbox   |   September 01, 2014
Perturbed by ASHAWire Ad
The ASHA Leader, September 2014, Vol. 19, 5. doi:10.1044/leader.IN2.19092014.5
The ASHA Leader, September 2014, Vol. 19, 5. doi:10.1044/leader.IN2.19092014.5
I am a member of the ASHA Multicultural Issues Board (chair, 2012–2013); was SIG 14 coordinator (1999–2001); and received the 2008 ASHA Certificate of Recognition for Special Contributions in Multicultural Affairs.
I was very perturbed by the advertisement for ASHAWire in the April 2014 issue. This advertisement, as a part of an official ASHA service, illustrated a professional seated at her computer dressed as a conquistadora. The Spanish conquistadores (conquerors; for example, Hernán Cortés, Diego Velasquez) were known to have enslaved, maimed and killed native people in the Americas. For example, the Taíno Arawak tribes in Cuba and other parts of the Caribbean perished from executions, war, slavery and diseases. The Taíno natives nearly became extinct as a result of the conquistadores. As a Cuban-American, I am not proud of this heritage.
In sum, I believe that the intended outcome to advertise ASHAWire was sidelined because of finding this advertisement inappropriate. I also believe that others may find this advertisement offensive. I hope that ASHA develops a better recognition of native people and better cultural sensitivity in future advertisements.
Alejandro E. Brice, St. Petersburg, Florida

Thank you for sharing your perspective, which has been brought to the attention of the ad’s creative team. We understand the need to be sensitive to diverse cultures and perspectives and will to continue to strive to model best practices in this area.

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FROM THIS ISSUE
September 2014
Volume 19, Issue 9