To what extent is the media to blame for the negative social view in Britain surrounding Black People.
Trident Soft Gum Ad.
I have chosen this text as it is a prime example of the negative views which can be portrayed about black people.
This text went through much scrutiny and questioning by the OFCOM regulation service, in relation to claims of racism. The ASA received 519 complaints of racism within weeks of the first airing of the advertisement, which hosts a young black man speaking in rhyme about his experiences of the gum, in a caribbean accent. The counts of racism included stereotypical gestures which were deemed offensive, and also insensitive as the metropolitan 'black on black' gun crime scheme was also named 'Trident'. This caused a negative view of blac people in the case where they were shown to be illiterate, and dim-witted in killing their own kind.
At the start of the advert, we can see the main character of our advert standing on stage at what seems to be a stand up comedy stage; making him the subject of the audiences enjoyment. Straight away as he starts to talk, we can see he has the caribbean accent and weird facial expressions when he talks as if eating something sour. This is something found in the black community alot when we talk, as we tend to put emphasis into alot of our speech, therefore overdramatizing this can sometimes be seen offensive.
Additionally, we can see further on when he is handed the packet of the branded gum, that he is owe-struck by its appearance, having almost a buffonish look on his face. This in itself could connote that this guy (and possibly black people as a whole) can be perceived as stupid individuals who have no real intelligence and are facinated by the littlest distraction, which could be the cause of so many complaints. Furthermore, the representation shown in this especially when considering the historical aspects of black people, can lead many to feel disheartened that after black presendents and many other great achievements we have strived towards, we still can not break off the stupidity stereotype. As a result of this, the company could lose publicity, and the advertisment could backfire and cause a reverse effect on the public.
Later (2009), Cadbury (the joint company) went on to advertise another contraversial advertisement, advertising free-trade in Ghana though music and dancing. This is illustrated however, in a manner where it seems that it is all Ghanains can do correctly. They are shown parading from left to right of the screen, singing and dancing. Perhaps the company choose to use such stereotypical images in order to stick in the audiences minds. Not suprisingly enough, they were the subject of more speculation in relation to racism. Although found not guilty of it, they did make a shorter version of the advert, in order to play safe. The 1.01 minute long ad cut down to around 40seconds.
.jpg)
No comments:
Post a Comment