Martin Lindstrom in Buyology first dives into the concept of subliminal messaging in Advertising. He brings up examples in all sorts of industries. The one that strikes me the most was in politics where deliberate racial messages are thrust upon us and it seems that very few even cared. Lindstrom writes “Corker and the Republican National Committee produced an ad in which every time the narrator talked about Ford, African tom-tom drums beat, just barely audible, in the background. The kicker lay in the final words: ‘Harold Ford: He’s Just Not Right.’ One could infer that what the Republican National Committee actually meant was ‘he’s just not white’“ (p. 75). We have given up on fighting for rights on advertising, but why? Why do we allow commercials be fundamentally racist and not think through the consequences on Society? For example, a company recently posted an ad on a billboard selling their vodka. The ad read, “Christmas quality, Hanukkah pricing. The billboard was quickly torn down because of its obvious inappropriateness.
This is what the normal should be. We should fight ads like these from even being considered. To do this, we need to enlighten our educational system. We have learned repeatedly, and I have even had to write multiple papers on the Holocaust and Anti-Semitism. I think it is safe to say that one would be able to understand when anything is Anti-Semitic. However, because of our inexplicable national avoidance to discussing slavery and the abuse of African Americans and Black Americans in our society during our schooling, we have not been as critical to racism as we are to the openly discussed Anti-Semitism in Germany.
It should be noted that, yes, there are attacks on sayings and mentions that are racist, but these attacks are on people that are blatantly racist such as Mel Gibson or Kramer from Seinfeld. However, what about the racism that is in our high school textbooks. The lack of a complete, analytical view of our founding fathers, and those that have followed their example. There are racial motives in every institution that we observe today including museums, schools, the DMV. Nevertheless, perhaps it is all just ritual.
We are for the most part, subliminally racist. The messages we send to our children and the future are clearly not thought out completely. Lindstrom writes, “In an increasingly standardized, sterilized, homogenous world… rituals help us differentiate one brand from another. And once we find a ritual or brand we like, isn’t there a lot of comfort in having a particular blend of coffee to brew every morning, a signature shampoo with a familiar smell, or a favorite make of running sneaker we buy year after year?” These things make us feel comfortable. It is comfortable for the majority of people to associate black clothing with “the bad guy” as Moore describes in an article in a book titled Beyond Heroes and Holidays. When the next time you are shopping, it is important to look through the ritual of the product, you are buying and instead evaluate the subliminal messages being processed.
Sometimes I wonder if certain sayings are racist, such as when they put black or white in front of things. Supposedly, it comes from ancient times, but I do not think it works the same today.
ReplyDeleteIt is disturbing how obviously racist American society can. Advertisement in particular can employ techniques and a pains that are racially and ethnically insensitive. Oftentimes advertisers use racial stereotypes such as featuring lack people in jungle settings because stereotypes are familiar and people usually understand what they are referring to. It is sad that advertisers and companies speak rogue lowest common denominator in society but to me it is more embarrassing what that says about our society.
ReplyDeleteIt is insane how much advertisers can get away with these days, especially with models. I recall an image depicting a black model dressed in cheetah print running in a savannah type environment with an actual cheetah running beside her. This advertisement implies that the model is an animal, just like the cheetah, and she is as fast as the cheetah and as deadly. While this may not seem so bad at first glance, do you think a white woman would be placed in this sort of advertisement? It's these small details that are ingrained in our brains that create this subliminal racism that is found in everyday life.
ReplyDeleteJavier Morillo
Section 01
Racism and Sexism are huge selling tactics these days, whether they are hidden or blatantly there. Dr. Pepper's new commercial ends with a slogan saying "DR PEPPER IS NOT FOR WOMEN." Now how can they get away with something that ridiculous.
ReplyDeleteAnother advertisement that enraged me was a soap ad, Dove I believe. It depicted 3 women, a black woman, a tanner woman, and a white woman. Above them said BEFORE and AFTER using Dove. Whether it did not come off as racism (at first), the black woman was before cleaning with Dove, and the white woman was after. Racism at an incredible level.
I could go on and on and on- we are surrounded by racism in the media and advertisements are at the forefront. It's disgusting.
Similarly to Jeff this blog made me think automatically of the Dr. Pepper commercial where the soda is "not for women". Another racist commercial recently aired is for an Uno card game where a white family is having fun playing the game and their black neighbors are standing outside on their lawn watching them. Whether or not this commerical was directed with racist intentions is unknown however this could be extremely offensive to many people who view the commercial. It is absolutely incredible how a country which has made such great progess against racism in the past is still producing things like this in the media.
ReplyDeleteI agree that advertisements have increasingly racist ideas that are exposed all throughout America.
ReplyDeleteThere was a current ad with Nivea where a colored man was shown with the line, "Re-civilize yourself". It is incredible how these huge brands have the audacity to put such a racist image on their brand line. This taints their image to consumers as a racist brand.
Furthermore, I cannot quite understand how people continue to buy their products and allow the company to get away with these things.
I strongly believe that racism is used by advertisers on all levels as part of their tactics to target their strongest market. However, these ploys are used only because of the innate nature of American society. It was discussed in our readings that America has been built on racism and are portrayed everywhere. While advertising has enhanced this and really tried to capitalize on racism the real problem comes from the subliminal messages that are sent to us and children beginning at such a young age. A simple one is to think of good and evil. White automatically comes to mind when thinking of innocence or good while black means evil. Even such simple ideas already plague our society with racist notions.
ReplyDeleteI agree that it starts in our school systems. Teaching kids from a young age and attacking the problem before it even exists is the mind set that needs to taken when approaching this problem. If these lessons are taught in school from a young age then the problem would never even exist. Racism has been a huge problem in this country for a very long time and it is simply a foolish issue because it can be prevented if people teach kids to understand that this is wrong. There are many more issues that could be solved in our educational system that are neglected like this one. As a society it is important to realize that children are the future.
ReplyDeleteRobbie McLarney
While I too believe these opinions are fostered within our schools, however I do believe they are deeply rooted within the home. Such opinions can be traced back to the founding of our country. Since then, obviously our country has grown and with every introduction of a new race or ethnicity comes differing opinions, practices, and morals. Tolerance for change is not America's strong suit and I believe that those who are intolerant are often the most opinionated. Because we are a country that offer the opportunity to shape your own thoughts and outlooks, these such opinions have been fostered and passed down generation to generation. While school systems have made large strides in introducing diversity as a word with a positive connotation I feel as though marketing industries have tried to capitalize on this word and redefine it. A diverse market is often way too broad to advertise to and therefore such industries divide, sub-group, and single out people in order to create a stronger campaign. If we truly are a country who appreciates individuality and freedom, how is it positive that this problem continues to be a growing issue?
ReplyDeleteIssues pertaining to racism, whether they be subliminal or direct, start early on in an individual's childhood years. I believe certain ideas are formulated depending on what a person is exposed to. For example, within a home some children may have great grandparents and grandparents who express racist ideas because back in the day those ideas expressed were the norm of society. Usually, throughout the years society has changed and influenced those ideas to either lessen or become greater. I believe that it wont be until the majority of that generation are out of the mainstream media's line of work that racism in ads, textbooks, etc. can be reduced. Those who live a sheltered life I feel are more likely to be stuck in these old racist opinions and ways because they know nothing different. However, I grew up going to public school all my life where there was much diversity and I had the opportunity to be exposed to many different cultures and people from a very young age. In the end though, markets will continue to target audiences the best way they know how which unfortunately is through stereotypes and ignorance.
ReplyDeleteI'm quick to stand against your criticism, because despite its inappropriateness, to claim it as anti-semetic is a bit unclear to me. Maybe I am incorrect in my thinking, but don't we see other forms of this humor even in our prime time television shows? I've definitely heard equally poignant comments that have gone without a hitch.
ReplyDeleteThere is a humor that thrives on walking the fine line, exacerbating tender lines culturally, racially, and religiously. While I think this advertisement's humor was poor, I disagree with your statement on enlightening the education system, as I don't see anyone would be able to write curriculum to appropriately address this issue. It seems to me more of a cultural norm that needs addressing by comedic industry. As for text books, I agree there is an incredibly misleading ethno-centric and saintly American identity that is being taught, but I don't think that is a result of ritual or subliminal messaging. To me, it's just propaganda.
In general though, are you stating we are racist because of subconscious rituals that make us comfortable? So we exclude all that isn't part of our rituals to some extent correct? So not only are we racist, but we are anti-everything that is not part of our rituals because it makes us uncomfortable. With that being said, I'm sure we can tack a lot more things on the list of what we are starting with racist.
Historically, America has always been a society built on race and racism. Throughout US history, especially during the massive immigrant movements of the 1900s, to be racist was to be Americanized, because you had to know your place in the workforce, and in society as a whole. Many people were denied citizenship, certain rights, and types of jobs based on their race and ethnicity, and you would think modern socie is different, but not much changed, America still has a racist mentality, and as told in Buyology, but it became more subliminal but still permeates all factors and institutions of our modern American society. It starts with the basic educational system, which doesn't pinpoint racism as perpetually bad, but makes it out as necessary as part of norms, rituals, and shared societal understanding. All markets and commercial interests realize racialized views as profitable, and predictable. Most ads and commercials of products exploit the general racist views and they use them subliminally in product placement to sell more successfully and appeal to the right type of crowd. As long as racism is profitable, and is held in the mainstream view, though more subliminal and behind the scenes, it will continue to thrive in American society, no matter how modern it is. The whole societal structure is maintained through segregation, and racist views and actions, and it works in it's own way, the way it did years ago. everyone knows their place and identify with their ethnicity and race, even though it shouldn't mean much in a melting pot society like America. The best way to penetrate this racism barrier is to start with the educational system and major reformations in other various institutions. We need a new shared collective vision, and start with the eradication of racism, which penetrated all areas and institutions of America.
ReplyDeleteKirill Kushensjy Section 01
Racism is a very serious issue and should be used carfully when talking about or debating the issues that come along with it. Everyone has a belief on it and if you ask 100 people about a certain issue, there would most likly be 100 different answers because everyone was raised differently and taught different values. Who you interact with and the way that you were brought up has a lot to do with how you view the world and where you stand about issues such as racism. The schools that you attended when you were younger developing into a grown up,and your families values has taught you right from wrong and how to treat everyone equally no matter the race, relgion, or nationality. Over time people gather knowledge and understanding on how to be a good person taught through various ways because we all come from different backgrounds anyway. Our country has come a long way with racisim but sadly there are still people to this day that stick to what they believe in from the past or what the previous generations thought was the norm. In order to grow as people and a country as well we need to understand that we have to move on and live in the world that so many people dream about where there is no hate for stupid reasons. This is not just present in our daily lives through interactions with people, the big companies use racist tactics for their own benfit. They use adds that they try to reach out to a certain type of person with honestly is offensive to the consumers they are trying to sell their goods to. Like everything, money controls the outcomes and they wont stop until they are losing business through there ads or their is a lawsuit. The bottom line is comapnies will do whatever to make a profit and they could care less if they affended someone when they could potentially make millions of it.
ReplyDeleteJustin Olsen
Sec 1
I definitely agree with what you have to say and how we act in society. But in a world that isn't all just one product, or just one standardized object, I believe racism does inherently exist. Every kind of ad out there that targets a specific group is probably racist. What we need to do is draw a line into what is okay to do and what is not okay. There are certain boundaries I believe people should follow, and I believe that some of them are okay to cross. We don't want to create a world without originality, which I think would come if we really cracked down on all the subliminal messages and whatnot.
ReplyDeleteI remember reading in a study that children, at a very young age, are able to distinguish themselves from their black counter-parts. Now, these are children, who have not yet experienced what the real world is, and they also (if I can recall correctly)were not exposed to open racism, either at school or at home. Seemingly, these were normal children. Yet, an ingrained sense of racial superiority, though subtle as it may be, seemed to exist. This may be pushing the envelope, but maybe a form of racism (not the open aggression kind like when you think of the KKK or Nazis)is biologically a part of us. As educated adults, if this theory is even somewhat accurate (which I am not saying it is), we attempt to eradicate this racism, while advertisements try to push in the opposite direction...
ReplyDelete*the study noted the differences between white children and black children. Of course, this model can be used for any peoples of different "race". I use quotation marks because I don't really believe in the notion that different "races" exist.
ReplyDeleteIt is indeed disturbing how subliminally racist the marketing in this country is. When racism is being implemented in our own politics, we should really start standing up and take notice. This is a country that was founded on equality for all, and with two hundred years plus, we are still struggling to make that ideal foundation a reality. With people becoming more and more educated on the racism that still exists in our culture, I believe that many people take the easy road and think that if they pretend it does not exist, than it will eventually go away. Unfortunately this has proven over the decades to not heal any racial divides, and instead leave them open for racist actions to sting those they are directed at.
ReplyDeleteIt is very rare to see an ad on a billboard or TV that has something racist in it. The company should know if it is going to end up hurting someone’s feelings. All they care about is if somebody else finds it interesting and they want to buy it. Personally, they need to show it somebody first. If they find offensive, the person who made the ad needs to try again.
ReplyDeleteAndrew Rizzo section 80.
As you make a good point in your post about needing to eliminate these biases unfortunately that probably will never happen. In this country we choose to forget about our own dark past in order to focus on a so called "brighter" future, but until we learn to accept our past and learn from it we will only continue to repeat ourselves.
ReplyDeleteSection 80 Wednesday
That is the problem now isn't it. We do fight the large and overtly racist adds, usually. But the true problem in my opinion is that we do little to nothing on the smaller things in media that are equally as racist. And more dangerous in my opinion because they are subverting attention and going un punished. It's when people think that these small things are inconsequential that things go truly wrong. Of course race is a thing that exists, it will never stop being a thing until we homogenize into one same looking soup in a few hundred thousand years of breeding. It's the sense that it's just another thing that makes us different, and therefor others are more easy to ostracize and classes are easier to set up. In nature we see 'classes' I believe that it is an animalistic response for us to commit this kind of behavior. But. We hold ourselves higher than animals so we should really stop trying to differentiate people on a technicality so simple as race.
ReplyDeleteI agree with Alexa's comment; if we do nothing to the small "inconsequential" things. Those are the undertone of society. Everyone makes noise for the truley racist things but they laugh at the Meet the Browns, ect. However it is also true that in time as we start to co-mingle & blend the race colors to one, we at some time will be only one race. Perhaps maybe only a few hundred years away.
ReplyDeleteAbove comment is from AnneMarie Esemplare Sec. 80
ReplyDeleteI agree with many of the points you made in your post. However, I believe in order to stop the trend of racial undertones in ads, we must attack the root of the cause which is not the ads themselves. Perhaps by looking into who the person/people are that run the marketing campaigns of the companys that are guilty of using racial undertones. If we just "remove" the ads themselves, I feel like we aren't getting to the core of the issue.
ReplyDeleteRacism within society has been instilled within many minds from history past. We now live in a society where equality has come in full force. As what was stated within the blog about the ad that read "Christmas quality, Hanukkah pricing", this slogan had been talked about on the radio, computer and on t.v. It is really sad that a company feels the need to pin up a huge billboard with that statement just to generate some business. The reality of this issue is that I am sure that whichever company that was, business picked-up. In order to make a change, we all need to fight for it
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