Subliminal Racism Were Silence It Golden
Long gone are the simple views and
interpretations of John Berger’s Ways of Seeing. However, his interruption of
repeating the past though out commercials coincides with our class reading
of The Era of The Crowds. It spoke of
civilizations and in order for them to stay in tack it must repeat what is familiar.
This is evident in how the hierarchy of the European culture has institutionalized
racism in American culture of years past.
This plays and intrigue role in designing commercials today. Regardless, American
cultural demographics show that in less than forty-seven years the minorities
will soon be the majority.
Yet it’s often not positively reflected
in commercials. When it comes to showing
various cultures to reflect the demographics, minorities receive less camera
time or full camera time of instills images of humors glaring stereotypes. Despite the positive campaigns of the
Black families of the seventies, todays pop culture commercials reflects Black women,
as overweight, loud, call you out obnoxious, and full of advice. Who are dominating
their Black male counterparts who are docile, weak, confused, and frustrated. Three commercials come to mind, Phillips
Magnesia, Pine Sole, and Universals Studios ad. All three show an unhealthy Black
women that are the stereotypical and Mammie image who’s cleaning or coming to
the aid of someone.
There are moments where Black women can be found in quick shots of highly sexual make up commercials.
Black male actors are no different as they are portrayed as the stereotypical Black Mandingo’s. This can be found in in the Old Spice where Terry Crews plays the role of a loud over aggressive Black male buck or Sexy Mike Portrays the European version of a non-threatening overtly sexy Black man.
These commercial have the intent to
sell products to make you life better as Black folks are experts in cleaning,
being sexual, and wild with aggression and you can have some of it as well if
you purchase this product. Furthermore, it instills that Black are less than
and only good for sexual arousal, buffoonery, and cleaning.
Pop culture has spread its stereotypes
to affect other culture such as Metro PCS’s commercial of Eastern Indians.
Deemed hilarious to some it can be down right offensive to the Indian culture.
As the men are shown as never being be smart enough to interrupt the English
dialect. As they eagerly desire to be hip to the American society and it’s
latest slang terms. Nevertheless, if we add humor to everything then it’s fine.
“It’s just a joke……… Right!”
The Era of the Crowds also spoke of how
we can dismantle old political, and religious views. This is self evident in
four recently aired commercials that can break down those walls of hierarchal
system we find in advertising. These alternatives are the Advil, Dove, and
Honey Bunches of Oates commercial that have regular people of a wide variety of
ethic backgrounds in their environment. Who testify of the good quality of the
products shown.
Perhaps America can take a hint from
the culture of Japan, who is racist against anyone who is not Japanese’s yet it
able to have one of it’s leading actors for their advertisements as a positive Black
male.
Resources
An Image Popular in Films Raises Some Eyebrows
in Ads http://www.nytimes.com/2006/08/01/business/media/01adco.html?pagewanted=all&_r=0
Class Reading : The Era of The Crowd
Phillips magnesia milk
Pop Culture Images of Mammie Stereotype
http://www.nytimes.com/2006/08/01/business/media/01adco.html?pagewanted=all&_r=0
Metro PCS Ad
http://nikki305.com/2011/01/28/hilarious-metro-pcs-commercial-rt-rt/
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