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Racism in commercials Intentional or not? By: Romando Edwards.

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Presentation on theme: "Racism in commercials Intentional or not? By: Romando Edwards."— Presentation transcript:

1 Racism in commercials Intentional or not? By: Romando Edwards

2 Gourmet racism demonstrates that while there are successful black personals within advertisement that exclude themselves and try to oppose most stereotypical positions, African Americans are still viewed as jokers and clowns within the media’s food promotional section.

3 It is said that blacks go insane when these foods are mentioned:  Watermelon  Fried Chicken  Kool-Aid  Grape Juice

4 While the exact origins of this stereotype remain unclear, an association of African Americans and watermelon goes back to the time of slavery in the United States. Defenders of slavery used the fruit to paint African Americans as a simple-minded bunch of people who were happy when provided watermelon, some shade and a little rest. The stereotype was prolonged in minstrel shows often depicting African Americans as ignorant and work shy, given to song and dance and inordinately fond of watermelon. Since most slaves were unable to raise expensive meats, but generally allowed to keep chickens, frying chicken on special occasions continued in the African American communities of the South. It endured the fall of slavery and gradually passed into common use as a general Southern dish. Since fried chicken traveled well in hot weather before refrigeration was commonplace, it gained further favor in the periods of American history when segregation closed off most restaurants to the black population. WATERMELON FRIED CHICKEN

5  Mary J Blige burger king commercial  Chicken treat  Coon Inn Through media African Americans have never been safe and throughout history till present day, there have been some commercials that stir up debates about racism.

6  Mary J Blige known for her amazing voice and being a big inspiration in the music industry.  This R&B singer during this commercial endorsed the stereotypes set for African American.  Her unexpected appearance and song for food is viewed as buffoonery, and is expect of someone of the African American community. http://www.youtube.com/watch?v=XukHU8y5 GRQ

7 http://www.youtube.com/watch?v=3y- cxdruYQc  This restaurant exist in Australia and was introduced in 1992. this highlights the role hierarchy between blacks and whites.  They both held the same sandwich yet only one was drooling.  Being loud and interruptive aided the stereotypical behavior expected of African Americans.

8 http://www.youtube.com/watch?v=fGy0y9b-grY Coon Chicken Inn was an American chain of three restaurants founded by Maxon Lester Graham and Adelaide Burt in 1925. The restaurant's name (which uses an ethnic slur), trademarks, and entrances of the restaurants were designed to look like a smiling blackface caricature of an African-American. The first Coon Chicken Inn was opened in suburban Salt Lake City, Utah in 1925. In 1929, another restaurant was opened in then-suburban Lake City near Seattle, Washington, and a third was opened in the Hollywood District of Portland, Oregon, in 1931. Seeing the changes in popular culture, the chain ended in 1950s when the owners retired. Today, Coon Chicken Inn items are part of the genre of black Americana.

9 Obesity known for being a global issue and occurs when a person consume energy that exceeds the body usage. “The prevalence of obesity is even higher: among black women over 20 years, 77% are overweight and 49% are obese, whereas among black men, 63% are overweight and 28% are obese. The BMI (Body Mass Index) is the number calculated from a person’s weight and height and provides a dependable indicator of body fatness. Children exposed to food advertisements is obviously influence to choose the products advertised at significantly higher rates oppose to the children that avoid viewing these types of commercials “and the time spent with television has been significantly associated with the purchase-influencing attempts of children at the grocery store” (Henderson, Kelly, 2005).

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12  More Cancer- Right now the link between excess weight and cancer is purely circumstantial and not necessarily cause-and-effect, but experts have floated some theories as to why more fat tracks with higher rates of cancer  Infertility Increases- Overweight women have a harder time getting pregnant. One Indian study of 300 morbidly obese women found that over 90 percent of them developed polycystic ovarian disease, a condition associated with infertility, over a three-year period.  Premature Birth Risk- Premature birth is the leading cause of infant death and long-term disabilities.

13 When it comes to Black ads. There exist three outcome: teaching a young generation negatively about nutrition, obesity, and having non-African Americans reinforce there stereotypical views. African Americans need to take a stand within media and erase the unhealthy view on blacks by helping to promote healthier goods. Show the culture that changes begin from within. The media will continuously enforce this idiotic view of blacks unless African Americans become more aware of what they consume; as a result, preparing a better view and a healthier culture.

14 1.Henderson, V. R., & Kelly, B. (2005). Food Advertising in the Age of Obesity: Content Analysis of Food Advertising on General Market and African American Television. Journal Of Nutrition Education & Behavior, 37(4), 191-196. 2.Mary J. Blige Burger King Commercial. (2012, April 4). YouTube. Retrieved December 5, 2013, from http://www.youtube.com/watch?v=XukHU8y5G RQ 3.Bad Ads - Racial Stereotypes. (2006, November 21). YouTube. Retrieved December 5, 2013, from http://www.youtube.com/watch?v=3y- cxdruYQc 4.Coon Chicken Inn. (2010, December 25). YouTube. Retrieved December 20, 2013, from http://www.youtube.com/watch?v=fGy0y9b-grY


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