the blurring of cultural lines race and stereotypes in advertising created by sloane signal howard...
TRANSCRIPT
The Blurring of Cultural Lines
Race and Stereotypes in Advertising
Created bySloane Signal
Howard University
What is a Stereotype?
Main Entry: stereotypeFunction: nounEtymology: French stéréotype, from stéré- stere- + typeDate: 18171 : a plate cast from a printing surface2 : something conforming to a fixed or general pattern; especially : a standardized mental picture that is held in common by members of a group and that represents an oversimplified opinion, prejudiced attitude, or uncritical judgment
Minorities in TelevisionGeorge Jefferson - was as if it was a fluke that he was richFred Sanford – junk dealerGood Times – always happy times in the projects
“Grab a Little German in The Wine Aisle”
“A Little German
Goes a Long Way”
Example: Stereotypical portrayal of
Germans United States
Example: Stereotypical portrayal of
Germans United States
A Brief History
Uncle BenAunt JemimaRastus (Cream of Wheat)Frito Bandito
Segmentation Segregation
It’s about knowing your target audience and anticipating its needsSRC – doesn’t everyone think like me?When in doubt, don’tAbercrombie and Fitch– http://www.cnn.com/
2002/US/04/20/abercrombie.shirts/
Can we advertise without offending?
What not to do
Don’t stick a brown face in where a white one once wasDon’t assume minorities are dark-skinned whitesDon’t base ethnicity on color – base it on cultureDon’t assume that ethnic minorities find humor in the same things
ResourcesO’Barr, William. Culture and the Ad: Exploring Otherness in the World of AdvertisingHusband, Charles. A Richer Vision: The Development of Ethnic Minority Media in Western Democracies
Woods, Gail Baker. Advertising and Marketing to the New MajorityThe Museum of Broadcast Communications– http://www.museum.tv/
index.shtml – http://www.museum.tv/
archives/etv/R/htmlR/racismethni/racismethni.htm