With our free press under threat and federal funding for public media gone, your support matters more than ever. Help keep the LAist newsroom strong, become a monthly member or increase your support today.
This is an archival story that predates current editorial management.
This archival content was written, edited, and published prior to LAist's acquisition by its current owner, Southern California Public Radio ("SCPR"). Content, such as language choice and subject matter, in archival articles therefore may not align with SCPR's current editorial standards. To learn more about those standards and why we make this distinction, please click here.
Delta Ad Expertly Trolls Angeleno Pronunciation Of 'Los Feliz' To Sell LAX To Mexico Flights
(Photo courtesy of Al Guerrero)
Everyone else can go home because Delta Air Lines has officially won the niche marketing game. There appears to be a wall-sized ad on Hyperion Avenue near Tracy Street* from the airline advertising their LAX to Mexico flights with the ultimate in creative taglines: "Go where everyone agrees how to pronounce 'Los Feliz.'"
The airline is, of course, riffing on the fact that the Angeleno pronunciation of the neighborhood (los FEEL-uz) is, um, wrong. Or at least it differs from the actual Spanish pronunciation of the phrase (los fey-LEASE).
"Long ago … Midwesterners gave every Spanish-sounding place name in Southern California a Midwestern pronunciation," as historian D.J. Waldie told the L.A. Times a few years ago. That same 2013 Times article also says that the Spanish pronunciations are making a comeback, though we have yet to see evidence of any real switchover. There is also a Reddit thread devoted to the important question of how to pronounce Los Feliz with over 50 comments.
Other L.A. neighborhoods whose names are Americanized versions of Spanish words include San Pedro (the correct Spanish pronunciation should actually be "san ped-droh" not "PEED-droh") and El Segundo.
Sponsored message
We reached out to Delta twice to confirm that this is definitely a real ad and not the work of some very dedicated and slightly arcane artist but have yet to hear back. It looks pretty legit, though.
*We are pretty sure that's technically Silver Lake.
Update [11:54 p.m.]: Delta has confirmed that this is, in fact, a real ad. A+ work, guys.
At LAist, we believe in journalism without censorship and the right of a free press to speak truth to those in power. Our hard-hitting watchdog reporting on local government, climate, and the ongoing housing and homelessness crisis is trustworthy, independent and freely accessible to everyone thanks to the support of readers like you.
But the game has changed: Congress voted to eliminate funding for public media across the country. Here at LAist that means a loss of $1.7 million in our budget every year. We want to assure you that despite growing threats to free press and free speech, LAist will remain a voice you know and trust. Speaking frankly, the amount of reader support we receive will help determine how strong of a newsroom we are going forward to cover the important news in our community.
We’re asking you to stand up for independent reporting that will not be silenced. With more individuals like you supporting this public service, we can continue to provide essential coverage for Southern Californians that you can’t find anywhere else. Become a monthly member today to help sustain this mission.
Thank you for your generous support and belief in the value of independent news.
But the game has changed: Congress voted to eliminate funding for public media across the country. Here at LAist that means a loss of $1.7 million in our budget every year. We want to assure you that despite growing threats to free press and free speech, LAist will remain a voice you know and trust. Speaking frankly, the amount of reader support we receive will help determine how strong of a newsroom we are going forward to cover the important news in our community.
We’re asking you to stand up for independent reporting that will not be silenced. With more individuals like you supporting this public service, we can continue to provide essential coverage for Southern Californians that you can’t find anywhere else. Become a monthly member today to help sustain this mission.
Thank you for your generous support and belief in the value of independent news.
Senior Vice President News, Editor in Chief
