The Light Circus
El Cholo Café
Las Vegas, Nevada
This sign for El Cholo Café, an early Mexican restaurant in Las Vegas in the 1950s, brings to light important issues related to Nevada’s cultural demographics and how perceptions and stereotypes of cultural communities can be shaped by commercial advertising. Historically, the word “cholo” was used in the United States along the Mexican-American border as a term referring to working class people of Mexican or Mexican-American descent. In this case, the term “el cholo,” coupled with the pejorative image of the “sleeping Mexican” makes the sign highly charged and potentially controversial. Despite its long history as a denigrating term, the word cholo was turned on its head and used as a symbol of pride in the context of cultural movements of the 1960s. An entire chain of restaurants in Southern California embraced the term as the name for their restaurants beginning in the 1920s.
The neon collection of Will Durham.
Nevada Museum of Art
10/12–2/13
nevadaart.org
The Light Circus
El Cholo Café
Las Vegas, Nevada
This sign for El Cholo Café, an early Mexican restaurant in Las Vegas in the 1950s, brings to light important issues related to Nevada’s cultural demographics and how perceptions and stereotypes of cultural communities can be shaped by commercial advertising. Historically, the word “cholo” was used in the United States along the Mexican-American border as a term referring to working class people of Mexican or Mexican-American descent. In this case, the term “el cholo,” coupled with the pejorative image of the “sleeping Mexican” makes the sign highly charged and potentially controversial. Despite its long history as a denigrating term, the word cholo was turned on its head and used as a symbol of pride in the context of cultural movements of the 1960s. An entire chain of restaurants in Southern California embraced the term as the name for their restaurants beginning in the 1920s.
The neon collection of Will Durham.
Nevada Museum of Art
10/12–2/13
nevadaart.org