Comments on: Blackberry Storm Ad: Hey, Guess What? You’re a White Male!

By: Anonymous

Anonymous — Wed, 29 Oct 2008 22:06:49 +0000

Isn’t it entirely possible (in fact, likely) that rather than being a default person, this white bourgeois man specifically represents the commercial’s target audience?

By: Paul

Paul — Wed, 29 Oct 2008 20:43:03 +0000

I’m divided on this posting. The original analysis does seem valid; a quick search on YouTube doesn’t offer any comparable ads shot from a female or non-white perspective.

But the Vodafone ad introducing the Storm has a refreshing, if obvious, ‘Benetton’ mix of sex/race:

http://www.youtube.com/watch?v=stzqLqBUECc

I guess for me the point is that the default perspective is from just another white male POV (full disclosure; I’m just another white male).

By: William

William — Wed, 29 Oct 2008 19:45:13 +0000

@Daniel
I agree. In my opinion, Assuming that the character is heterosexual says more about the author of the commentary than the ad’s creators.

By: Daniel

Daniel — Wed, 29 Oct 2008 18:35:13 +0000

I don’t see where the ad is heteronormative at all. How does this ad do any assuming of the person being hetero?

By: Steve

Steve — Wed, 29 Oct 2008 17:28:46 +0000

Yeah, your analysis here goes too far. They’re targeting it to the exact guy who’s speaking. That’s assuming a lot, sure, but it’s not unfair.

By: jane

jane — Wed, 29 Oct 2008 15:54:43 +0000

But the voice is Jim from The Office (or at least it sounds like him), so it’s okay with me!

By: Fernando

Fernando — Wed, 29 Oct 2008 15:00:33 +0000

So they can’t do ads from the point of view of a human being with recognizable traits that place him as a white male? The ad doesn’t have any kind of discrimination against non-white non-males. Unless, of course, the simply act of portraying one is such a thing.

Also, products are aimed at a certain public. They must try to relate to that public when selling something. As you’ve showed in an other post the other day, money is unequally distributed in america, and white people are richer. A blackberry is not cheap. Do the math.