ABSTRACT

The names at the start of the first nine lines are those of well-known Curaçaoans, including that of the advertiser himself. Many of those mentioned are politicians. Maria Liberia-Peters was Prime Minister of the Netherlands Antilles during my fieldwork. This piece is a wonderful illustration of the widespread recognition of ethnic identity and of the practice of ethnic classifying on Curaçao. As an advertisement, it indicates the general acceptance of ethnic classifying. Plaate figures that the people and the ethnic groups mentioned will not be offended to the point of avoiding his store. Indeed, one of his aims may be to attract customers by implying that his store is a place to meet people of many and differing ethnic identities, a place at which to find uncommon groceries for uncommon people. His store had a reputation as a place that stocked unusual or specialty items. In addition, the hint of danger invoked by mentioning ethnic identities probably helps draw the attention of readers to the advertisement, thus meeting the advertising function of the piece. Danger is invoked further because the advertisement reflects the current struggle over who is a “real” Curaçaoan. Native-born Afro-Curaçaoans, from whose labor other Curaçaoans have profited for so long, are demanding a larger piece of the economic “pie.” Being only part Afro-Curaçaoan, Plaate probably does not wish to lose power or prestige to “pure-blood” Afro-Curaçaoans. Moreover, as expected in a business person who hopes to maintain good relations with as many potential customers as possible, Plaate argues that all these individuals – and many more not mentioned – are “real” Curaçaoans, no matter their differing ethnic identities. Plaate wants people of all ethnic identities to feel welcome at his store. To achieve that, people of varying ethnic identities must be able to get along with each other.