Sociology Racial Discrimination

8/13/2019 Sociology Racial Discrimination

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Lesaca, Ancheska S.

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Racial discrimination in commercials/ magazines

Nowadays, you could see the diversity in the different kinds of commercials and

advertisements because of the new generation of accepting the different races and colors of

the world, though racial discrimination is still rampant in different parts of the world.

Volkswagen

One of the most racist commercials in recent history is particularly appalling.

Volkswagen features an Arab terrorist in its ad campaign for the new Polo automobile. The

terrorist attempts to be a suicide bomber at the scene of a busy restaurant, but his plan is

thwarted because the Polo, despite being small, is just too strong for his bomb.

Dunkin Donuts

Rachel Ray, as they thought, was promoting terrorism in Dunkin Donuts recent ran an

ad campaign in which the always-chipper Ray was wearing a paisley scarf. It didnt take long for

Michelle Malkin of Fox News to assert that the scarf was the traditional garb of Middle Eastern

terrorists. Was Dunkin Donuts sending a message? Promoting terrorism? Speaking out against

the President or perhaps the Iraq War? No. As it turns out, Rays fashion assistant simply

thought the scarf was pretty. And in fact, the scarf is commonly worn by many people

throughout many nations in Asia and the Middle East. Talk about a tempest in a teapot. Dunkin

Donuts nevertheless removed the ad in order to still the ridiculous rumor mill.

Coca Cola

Coca Cola released their advertisement for the 2013 Superbowl and have already

received criticism from the Arab-American Anti-Discrimination Committee for the racist context

of the commercial. he commercial opens on a desert, immediately revealing an Arab man


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leading a camel through the dismal terrain to a giant Coke bottle. Others, including cowboys, a

"road warrior" type group, and a bus full of Las Vegas show girls, join him and begin a race to

the popular beverage. Coca Cola has even created a contest around the commercial, allowing

viewers to vote for a winner and enter to win prizes.

Intel

Intel launched a national campaign that was almost unbelievable in its symbolism but

it was most definitely real. A white manager stands over six black athletes who bow in perfect

symmetry before him. Though Intel claims 100% innocence, its baffling why the companys

advertising direction would include such powerful slave imagery.

Mountain Dew

Pepsi has pulled a recent online Mountain Dew ad critics say portrays racial stereotypes

and also makes light of violence against women. Surprisingly it was all made by a black man. It

is an ad about a goat that gets addicted to mountain dew and it produced a sequel wherein a

waitress in crutches is urged to look for the suspect (the goat) within a line of black men.

Pop Chips

PopChips posted a YouTube video with Ashton Kutcher in brown make-up playing an

Indian character, Raj. The "parody" thing didn't work out.

Burger King

Burger King, which has had a history of problematic ads, caused more outrage over

stereotypes of African-Americans and fried chicken when it filmed this sport with Mary J. Blige.

The company pulled the advertisement. When asked about why she did the campaign, Blige

claimed it was different than the concept originally pitched.


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Burger King managed to draw complaints from the Mexican government over its ad

depicting a short wrestler in a Mexican uniform. Mexico wasnt just upset about the size of the

wrestler, but also the use of the flag, which is a highly protected image in the country.

American Apparel

American Apparel got accused of promoting a new accessory: Mexicans. Comedian

Fahim Anwar tweeted a link to an ad showing an American Apparel model holding onto a

Hispanic farmer, which was picked up by Gawker. The image, which has since been pulled,

inspired the Undocumented Apparel series from California artist Julio Salgado. It seemed odd

given how much the company has done for the Latino community. "Raul is a family friend and

the photos turned out great, so we developed them into an ad and put it on our website. The

whole controversy seems a bit contrived," a company spokesperson told The Bay Citizen.

Nivea

Nivea's Re-Civilize yourself showing a well-dressed and clean-shaven African-American

male throwing the head of a not-so clean-shaven and afro-donning male didn't sit well.

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Sociology Racial Discrimination