Widely accepted in the past and still relevant today, racism and racial stereotypes exist within images in advertising. Fortunately, attitudes have developed a sensitivity to this issue and slowly combats the use of racial stereotypes in marketing and advertising messages.
In this article I will be showcasing some examples of racial stereotypes and imagery in both print and digital ads and provide an analysis on their purposes, whether it is a thing of the past, and if advertisers own an ethical responsibility over this issue.
Here is an example of the technology giant Intel using racial imagery in their advertisement. Here you see a white manager (master), with six of his athletes who happen to be dark skinned (resembling slavery) bowing down in a synchronized manner.
In Dove's 2011 "Visible Care" campaign, the advertisement shoes a before and after photo with three women lined up from left to right. The advertisement is clearly implying that using Dove soap will make you "whiter" hence "cleaner". Although Dove denied the allegations, the underlying message that the public saw was the ideology of scrubbing your skin can turn your darker skin into light, white skin.
Though racial stereotypes in advertising was widely accepted in the past, these two recent and relevant examples show how there can be subtext underlying messages within modern advertising.
What do you think? Were these advertisements offensive or harmless? Comment below!
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