Jacinto Peynado’s latest campaign photograph has been criticized and what is worse, ridiculed by the general public. Freddy Ortiz, an advertising professional who runs a column on advertising and marketing in the newspaper Hoy, suggested that it was probable the photograph had not been submitted to the usual testing before the major investment in the printed version that is being used for large political campaigning posters and billboards. Mr Ortiz said that the principal problem seems to be the lack of adequate illumination in the area of Mr Peynado’s mouth which makes a dark space between his two front, not at all favoring the rather portly candidate for the Partido Reformista Social Cristiano. Mr Ortiz says the photograph has a “Capulinesca” look, referring to a Mexican cartoon character.