{"id":7258,"date":"2016-07-11T13:13:53","date_gmt":"2016-07-11T13:13:53","guid":{"rendered":"https:\/\/www.designmantic.com\/blog\/?p=7258"},"modified":"2024-02-16T09:49:12","modified_gmt":"2024-02-16T09:49:12","slug":"racism-in-advertising","status":"publish","type":"post","link":"https:\/\/www.designmantic.com\/blog\/racism-in-advertising\/","title":{"rendered":"Racism in Advertising \u2013 The Resilient Off-Color Branding Trend That Won\u2019t Go Away!"},"content":{"rendered":"<p>Hardly a month ago, an ad of a  local Chinese laundry detergent crossed borders and angered communities across  the world. Though the original concept was aired almost a decade ago with a  black man popping out of the washing machine, flexing his muscles next to the  slogan \u201cColored is Better\u201d, the Chinese version has stirred even more  controversy.<\/p>\n<div style=\"margin-top:40px; margin-bottom:40px;\" align=\"center\"><a href=\"https:\/\/www.designmantic.com\/logos\/search?utm_source=racism-in-advertising&amp;utm_medium=topbutton&amp;utm_campaign=ctatracking\" target=\"_blank\" class=\"cta-button\" rel=\"noopener noreferrer\">Free Logo Creator<\/a><\/div>\n<p align=\"center\"><iframe src=\"https:\/\/www.youtube.com\/embed\/X27dvuBSyXE\" allowfullscreen=\"\" width=\"600\" height=\"355\" frameborder=\"0\"><\/iframe><\/p>\n<p>The fact that it\u2019s still a hot topic on social media comes to show how strongly people feel about the use of  racism in branding, be it intentional like this ad or unintentional as the Gap  Kids ads below that brought on a backlash on Twitter.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/GAPs-controversial-Ad.png\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/GAPs-controversial-Ad.png\" alt=\"GAP's controversial Ad\" title=\"GAP's controversial Ad\" class=\"alignnone wp-image-7259\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/GAPs-controversial-Ad.png 1000w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/GAPs-controversial-Ad-150x150.png 150w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/GAPs-controversial-Ad-300x300.png 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/GAPs-controversial-Ad-768x768.png 768w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/GAPs-controversial-Ad-50x50.png 50w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<p>The ad really riled up the Twitterati, especially ater this  tweet made its way to the Gap Kids page.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/GapKids\">@GapKids<\/a> Thanks for perfectly illustrating what &#8216;passive racism&#8217; looks like in mainstream media. <a href=\"https:\/\/twitter.com\/hashtag\/DiversiryFail?src=hash\">#DiversiryFail<\/a> She is NOT your arm rest. &#x1f611;<\/p>\n<p>\u2014 Jasmine Wow (@Jmo120) <a href=\"https:\/\/twitter.com\/Jmo120\/status\/716458100962754561\">April 3, 2016<\/a><\/p><\/blockquote>\n<p>While the ad may seem harmless enough, Zeba Blay (2016) explains that there are many people objecting to the use of the only black girl as an armrest by an older, taller Caucasian troupe member.<\/p>\n<blockquote><p>\u201cWhile the three other white girls in the photo were striking powerful, strong poses, some people complained that the black girl appeared passive, more of a \u2018prop\u2019 and a token than anything else. In the video component of the ad, too, she seemed detached and largely silent, while her white group members did most of the talking,\u201d<\/p><\/blockquote>\n<p>she wrote.<\/p>\n<p>Unfortunately, these are just two of the latest instances where racism has made its way into modern branding. Considering that there are hundreds of these ads and possibly more coming our way, many questions come to mind, including:<\/p>\n<ul style=\"margin-left:30px;\">\n<li>Is there any good of integrating racism in ads?<strong><\/strong><\/li>\n<li>Are really today\u2019s racist ads \u201cracist\u201d or are  they just bad PR moves?<strong><\/strong><\/li>\n<li>Considering how the top brands don\u2019t shy from  them, can companies really thrive by jumping on the racist ads bandwagon? <strong><\/strong><\/li>\n<\/ul>\n<p>The answers for these questions and more are part of this scoop on racism in ads.<\/p>\n<h3 style=\"background:#fff;padding:5px;\">Related: <strong><a href=\"https:\/\/www.designmantic.com\/blog\/15-designers-saying-no-to-racism\/\" target=\"_blank\" rel=\"noopener noreferrer\">Designers Saying NO To Racism<\/a><\/strong><\/h3>\n<h2>The Good And The Bad Of Integrating Racism In Advertising<\/h2>\n<p>The idea that racism in advertising can be of good may be laughable. However, there\u2019s a major difference between the multicultural marketing practices of the 1920s and today\u2019s racial stereotyping in advertising.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/The-Timeline-of-Racism-in-Advertising.png\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/The-Timeline-of-Racism-in-Advertising.png\" alt=\"The Timeline of Racism in Advertising\" title=\"The Timeline of Racism in Advertising\" class=\"alignnone wp-image-7264\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/The-Timeline-of-Racism-in-Advertising.png 3045w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/The-Timeline-of-Racism-in-Advertising-300x159.png 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/The-Timeline-of-Racism-in-Advertising-768x408.png 768w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/The-Timeline-of-Racism-in-Advertising-1024x543.png 1024w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/The-Timeline-of-Racism-in-Advertising-500x265.png 500w\" sizes=\"(max-width: 3045px) 100vw, 3045px\" \/><\/a><\/p>\n<p>Wonkeryor (2015) explains that advertising has always had a racial dimension since the days of slavery. In fact, institutionalized racism (i.e. a form of racism which is expressed by social and political institutions rather than individuals or informal social groups) has been a part of multicultural marketing since the concept\u2019s inception in the 1920s. In addition to the Pears\u2019 Soap ad below, many racist ads made their way to people such as Kellogg\u2019s \u2018Cornfucious Say\u2019 Promotion, Aunty Jemima\u2019s ads, and the Rice Council of America\u2019s \u2018Did you ever see a fat Chinese?\u2019<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Pear-Soap-Ad.png\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Pear-Soap-Ad.png\" alt=\"Pear Soap Ad\" title=\"Pear Soap Ad\" class=\"alignnone wp-image-7260\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Pear-Soap-Ad.png 1000w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Pear-Soap-Ad-150x150.png 150w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Pear-Soap-Ad-300x300.png 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Pear-Soap-Ad-768x768.png 768w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Pear-Soap-Ad-50x50.png 50w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<p>Now, however, multicultural marketing relies on \u2018racial stereotyping\u2019 to get messages across to specific demographics. While many consider this a negative term, its definition doesn\u2019t carry negative or positive values \u2013 a system of beliefs about typical characteristics of a certain race. Moreover, racial stereotyping has proven to be very effective in installing a perceptual bias in audiences by showing them characters similar to themselves. Good examples of this concept include the McDonald\u2019s ad below and Lil Wayne\u2019s Apartments.com ad.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/McDonalds-Ad.png\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/McDonalds-Ad.png\" alt=\"McDonald's Ad\" title=\"McDonald's Ad\" class=\"alignnone wp-image-7261\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/McDonalds-Ad.png 1000w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/McDonalds-Ad-150x150.png 150w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/McDonalds-Ad-300x300.png 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/McDonalds-Ad-768x768.png 768w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/McDonalds-Ad-50x50.png 50w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<p>Unfortunately, using racial stereotyping can actually backfire on brands that fail to wield its power. An ad can easily be misinterpreted, offending many people and tarnishing the brand\u2019s image. This makes sense considering how stereotyping a group can significantly impact the way individuals within it identify themselves socially. And there are many examples that fit this description, including Ashton Kutcher\u2019s chips ad below, the Dove 2011 ad showing a black woman directly under the image of cracked, unclean skin, and Mary J. Blige\u2019s Burger King ad for fried chicken.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Ashton-Kutcher\u2019s-chips-Ad.png\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Ashton-Kutcher\u2019s-chips-Ad.png\" alt=\"Ashton-Kutcher\u2019s chips Ad\" title=\"Ashton-Kutcher\u2019s chips Ad\" class=\"alignnone wp-image-7262\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Ashton-Kutcher\u2019s-chips-Ad.png 1000w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Ashton-Kutcher\u2019s-chips-Ad-150x150.png 150w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Ashton-Kutcher\u2019s-chips-Ad-300x300.png 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Ashton-Kutcher\u2019s-chips-Ad-768x768.png 768w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/Ashton-Kutcher\u2019s-chips-Ad-50x50.png 50w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<p>However, hostility towards the advertiser is just the lesser of two evils. Highlighting stereotypes can actually lead to a form of self-oppression as people begin questioning themselves as well as the groups they belong to. (Alavi, 2010) Considering the history of racism across the nation, this is truly unfair to the minorities that work hard to prove themselves every single day.<\/p>\n<h2>The Thin Line Between Bad And Racist Advertising<\/h2>\n<p>There\u2019s a thin, blurred line between bad and racist ads. According to many social scientists and psychologists, which side of the line a person stands on depends on how sensitive they are when it comes to race. Queen (2015) states that modern society has abandoned its attitude of \u2018live and let live\u2019 and \u2018agree to disagree\u2019 only to suffer a tyranny of the offended. People now have to tiptoe around others to avoid offending them.<\/p>\n<p>Further complicating matters is that people are offended by much more than words and actions. Dr. Derald Wing Sue (2010) explains his theory of Microaggressions, which details the different ways people can be offended by.<\/p>\n<blockquote><p>\u201c&#8230;the everyday verbal, nonverbal, and environmental slights, snubs, or insults, whether intentional or unintentional, which communicate hostile, derogatory, or negative messages to target persons based solely upon their marginalized group membership. In many cases, these hidden messages may invalidate the group identity or experiential reality of target persons, demean them on a personal or group level, communicate they are lesser human beings, suggest they do not belong with the majority group, threaten and intimidate, or relegate them to inferior status and treatment.\u201d<\/p><\/blockquote>\n<p>The Gap Kids ad is a fine example in this regard. Though Blay explained why people would scream \u201cracist!\u201d at the ad in her piece, she admits to finding the children\u2019s pose pretty harmless. Writer, director and former NFL player Matthew A. Cherry also tweeted the following to make people realize that they may be overreacting to the 2016 ad.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Does the <a href=\"https:\/\/twitter.com\/GapKids\">@GapKids<\/a> pic on the left make the pic on the right okay? Let&#8217;s debate <a href=\"https:\/\/t.co\/rCFbK4uG5y\">pic.twitter.com\/rCFbK4uG5y<\/a><\/p>\n<p>\u2014 Matthew A. Cherry (@MatthewACherry) <a href=\"https:\/\/twitter.com\/MatthewACherry\/status\/716753585552302080\">April 3, 2016<\/a><\/p><\/blockquote>\n<p>We even ran a poll on our DesignMantic Google+ page about the same ad and got 86% votes for \u2018not racist\u2019.<\/p>\n<p><!-- Place this tag in your head or just before your close body tag. --><br \/>\n<script type=\"text\/javascript\" src=\"https:\/\/apis.google.com\/js\/plusone.js\"><\/script><\/p>\n<p><!-- Place this tag where you want the widget to render. --><\/p>\n<div align=\"center\">\n<div class=\"g-post\" data-href=\"https:\/\/plus.google.com\/+Designmantic\/posts\/CoYkh8AoYCa\"><\/div>\n<\/div>\n<p>Regardless, the current reality is that a majority of brands\u2019 target audiences are sensitive to Microaggressions. Therefore, companies have to think twice before releasing a 30-second ad. Luckily, there are certain elements that they can focus on to avoid being deemed \u2018racist\u2019.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/5-Signs-to-identify-Racism.png\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/5-Signs-to-identify-Racism.png\" alt=\"5 Signs to identify Racism\" title=\" Signs to identify Racism\" class=\"alignnone wp-image-7263\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/5-Signs-to-identify-Racism.png 1071w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/5-Signs-to-identify-Racism-80x300.png 80w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/5-Signs-to-identify-Racism-768x2893.png 768w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/5-Signs-to-identify-Racism-272x1024.png 272w\" sizes=\"(max-width: 1071px) 100vw, 1071px\" \/><\/a><\/p>\n<h2>Is Adding Racism To Ads Worth It For Brands?<\/h2>\n<p>Creating racist ads is definitely an insensitive feat that can cost companies a lot of money. However, search the internet and you won\u2019t find many posts detailing how much brands lost due to their ads. In fact, the apologies these brands make are what win back customers who swore to boycott the them.<\/p>\n<p>To be honest, brands today believe that any publicity is good publicity, regardless of whether negative or positive. The Chinese ad, for instance, had made Qiaobi a household name despite the company only targeting locally. If the company follows the lead of Coca Cola, Pears\u2019 Soap and Fairy, it can still make its way to consumers\u2019 hearts (and wallets) in the future if it decides to expand internationally. These branding leaders have had several racist ads promote their products yet still remain at the top of their respective industries.<\/p>\n<p>Still, it\u2019s important to understand that brands also have a good chance of losing their clients\u2019 trust and respect on the long run. If your brand can stay strong despite losing thousands of clients, and if you would rather not be known for being unethical and unbiased, this may be one trick you can keep up your sleeve.<\/p>\n<h3>References:<\/h3>\n<ul style=\"font-size:12px;margin-left:30px;\">\n<li>Alavi, R. (2010). Race, Identity, Stereotyping  and Voluntary Oppression. Global Virtue Ethics Review, 6 (1), 13-27.<\/li>\n<li>Blay, Z. (2016, April 04). Why Backlash To This  \u2018Racist\u2019 Gap Ad Is Complicated. Retrieved from <a href=\"http:\/\/www.huffingtonpost.com\/entry\/why-backlash-to-this-racist-gap-ad-is-complicated_us_57027254e4b0daf53af01148\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\">huffingtonpost.com<\/a>.<\/li>\n<li>Harrison, Rachel. (2011). <em>The use of racism  in the media and in advertising<\/em> [PowerPoint slides]. Retrieved from <a href=\"http:\/\/www.slideshare.net\/racheleharrison\/racism-in-advertising-and-in-the-media\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\">slideshare.net<\/a>.<\/li>\n<li>Queen, C. (2015, July 25). Why Have Americans  Become So Sensitive? Retrieved from <a href=\"https:\/\/pjmedia.com\/lifestyle\/2015\/7\/26\/why-have-americans-become-so-sensitive\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">pjmedia.com<\/a>.<\/li>\n<li>Sue, D. W. (2010).&nbsp;<em>Microaggressions in  everyday life: Race, gender, and sexual orientation<\/em>. Hoboken, NJ: Wiley.<\/li>\n<li>Wonkeryor, E. L. (2015).&nbsp;<em>Dimensions of  racism in advertising: From slavery to the twenty-first century<\/em>.<\/li>\n<\/ul>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hardly a month ago, an ad of a local Chinese laundry detergent crossed borders and angered communities across the world. Though the original concept was aired almost a decade ago with a black man popping out of the washing machine, &hellip; <a href=\"https:\/\/www.designmantic.com\/blog\/racism-in-advertising\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":13043,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[247],"tags":[],"class_list":["post-7258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trending-events"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Racism In Advertising | DesignMantic: The Design Shop<\/title>\n<meta name=\"description\" content=\"Racism in advertising traces back an era. Every now and then, we encounter ads that are racist or hint to racism in a very subtle way.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.designmantic.com\/blog\/racism-in-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Racism In Advertising | DesignMantic: The Design Shop\" \/>\n<meta property=\"og:description\" content=\"Racism in advertising traces back an era. Every now and then, we encounter ads that are racist or hint to racism in a very subtle way.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.designmantic.com\/blog\/racism-in-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"DesignMantic\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DesignMantic\" \/>\n<meta property=\"article:published_time\" content=\"2016-07-11T13:13:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-16T09:49:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/07\/RacisminAdvertising.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"533\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Evan Brown\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/EvanBrownDM\" \/>\n<meta name=\"twitter:site\" content=\"@designmantic\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Evan Brown\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Racism In Advertising | DesignMantic: The Design Shop","description":"Racism in advertising traces back an era. 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