Do You Find "Chingona" Offensive?


Are you a chingona?

It's a controversial word that has many different meanings. Some Latinas may take being called a chingona as a compliment. Others would slap you in the face for even suggesting it.

The debate over the word has now hit the national media after a Dallas-based pizza chain used chingona in a recent advertising campaign. 

Pizza Patrón launched a limited time offer for a pizza with jalapeño encrusted pepperoni topped with even more jalapeño. The daring, extra-spicy pizza has an even bolder name: La Chingona. 

The pizza chain, which targets Mexican immigrants, planned a series of radio advertisements using the word. In the ads, a man walks into one of their pizza joints, and asks for the "pizza chingona." An employee informs him that it's only available for chingones. The customer then makes a case for his chingon-ness, and claims he can clap with one hand, make music with the rattles of rattle snakes, and live with his mother-in-law for a whole month. The intent of Pizza Patrón is clear: This pizza isn't for the faint of heart... and only a true chingon, a real badass, can handle it.

Unsurprisingly, not everyone views the word with the same positive connotations. 

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About this author

Cristina Arreola, Associate Editor

Cristina Mari Arreola is the Associate Editor. Originally from El Paso, Texas, she earned her degree at the Medill School of Journalism at Northwestern University before moving to New York City. In her downtime, you can usually find her scouring the city for the most authentic Mexican food (still looking), scaring herself silly watching horror movies, or frantically reading a novel from her (extremely lengthy) reading list. See what she's reading now on Goodreads, and follow her on Twitter and Instagram.

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