Racial Stereotyping in Advertising

The issue of race has been debated since the beginning of our nation. Some companies, however, still use this topic to entice consumers and create hype about their product.

This is seen in Sony’s Playstation ad campaign. Introducing the new white console came at a larger price. This ad campaign featured a white woman with white hair, clothing and  accessories. The controversial aspect of this campaign appeared when the also used and black woman who was portrayed as being beat down by the white woman, creating a superior tone from the ad. Sony recalled the campaign after much controversy.

Also,  another technology company, Intel, used the image of six black men bowing before  a white man, depicted as the superior. Intel  claims it is innocent, however it is astonishing that such a clear allusion to slavery would be used.  It is strange to think that after centuries, the topic of race is still such  a controversial issue. The usage of racist themes in advertising accomplishes the goal of nearly every company tries to accomplish; they are talked about.

The Portrayal of Sex and Dominance in Advertising

"Hey, you need help lifting that?" -Man
"What this 2 pound weight?" -Woman

Despite this being an extreme example, it's generally the credit that men give women nowadays. Women are typically portrayed as weaker than men, especially in advertisements. The weakness in women also goes hand in hand with the portrayal of Dominance in men.

In the following advertisement by Dolce & Gabbana, the woman is pinned beneath the man and appears helpless. There are also several other men watching and they all seem nonchalant to the overpowering taking place. Another interesting thing to recognize is that all of the mens' locations are above her in the picture. These examples all portray the woman has weak, frail and helpless to a man's command.

In the following advertisement by Skyy vodka, once again, it shows similar characteristics to the ad above. The man's location above the woman and the woman lying down, looking up to him both portray the woman's helplessness. Another subtle portrayal of dominance is the man's clinched fists where one could assume he's either angry or has a high level of testosterone in his body where he is about to display his dominance.

Sexual Innuendos in Advertising

The use of concealed messages within advertising has been apparent throughout history as evident in political cartoons and hidden pictures within a company’s logo. Specifically, we will look at sexual innuendos hidden within a sign or logo.

An example of this can be found in the well known Starbucks logo. The logo is meant to depict a Greek mermaid siren. However, unbeknownst to many, the original logo depicts the mermaid who is spreading her fish legs, shown in the picture.

Also, a popular Coca-Cola advertisement in 1995 featured a small image of a girl performing oral sex acts in the bottom corner of the advertisement. Sources say that Coca-Cola resulted in recalling this particular advertisement, a $200,000 campaign, due to the offensive message.

Finally, a more recent campaign was released by Skittles. Their new  Berry-Explosion was written next to the image of a skittle. The famous “S” on the skittle caused the name of the up-and-coming candy to be read as “Berry-Sexplosion.”

These are just three examples of advertisements with an underlying  sexual connotations. Whether intentional or not, these images are a signs that subtly call attention to the product, without the consumer realizing it or not. The consumer is unknowingly drawn to these products due to the usage of concealed messages.

Wieden and Kennedy Take America World By Storm

Upon further research of Ad Agencies, I discovered that Wieden and Kennedy was one of the most popular Agencies. When I looked at the Forbes Top 10 list of Top Ad Agencies, I noticed several familiar companies under Wieden and Kennedy. They are famous for providing advertisements for companies like Coca-Cola, Nike and P&G (Old Spice). Each of the advertisements that W&K provide for these companies have impaled stereotypes into consumers heads.

For example, Coca-Cola commercials typically involve some sort of feel good mentality which captures consumers into thinking "Wow! Coca-Cola must make you feel great!" The producers goal of the Coca-Cola advertisements must be to leave consumers with a smile on their face, which is a common result due to their remarkable work.

Nike commercials are generally motivational, inspirational and intense. Nike's consumers are generally athletic and very active with a passion for either working out or fitness. As an active individual, I can relate to these advertisements because the high intensity of workouts certainly produces better results and the advertisements W&K creates is a precise replica of the fitness atmosphere.

Old Spice commercials are all about manliness. Only men with huge muscles or hair in places other than their scalps are their target audience; At least that's how W&K portrays Old Spice. Although, they do have one plot twist: All of their commercials are ludicrous and frivolous. The absurdity of these commercials makes for copious amounts of laughs.