Comments on: Modeling Cross-Race Cooperation

By: PattiLain

PattiLain — Mon, 15 Jun 2009 05:35:59 +0000

I don’t know if I’d call it subversive. In SA there are lots of ads showing an ideal world of happy race relations. To me, it’s just another feel-good ad because of the relationship between the two men. The joke is on the homeowners if they don’t want to deal with the person of the other race.

That’s just the impression I got, as a South African.

There seems to be a huge influx of ads trying to push national pride (not just because of the impending soccer world cup) and show people of all races getting along, which is great, if idealistic. Also, I’ve noticed that in many ads here in SA, if there can be only one model representing a company, it is often a mixed race woman. Especially when ads talk about “the future”. “The future” is often represented by a black or mixed-race (or coloured) female child.

It is surprising though, that 15 years into democracy, there is still a majority of white images here. The models in ads should be black 80% of the time if the advertisers care about reflecting the country’s demographics.

By: Su

Su — Sat, 13 Jun 2009 17:50:09 +0000

The first sign says “Monument Electrical: 24 hour service”, in Afrikaans. The second says “Ubuntu Electrical: 24 hour service”. Ubuntu is a Zulu word for the concept of only having a value as a human because you’re part of a bigger society. A person is only a person because of other people.

Which is very appropriate for the message this advert is conveying. Despite wanting to exclude people from business (the white homeowner wants to only deal with his own race, and the same with the black homeowner), the two electricians are partners and need each other.

As an ex-pat SAn, I’d say this advert is very subversive.

By: Gaelan

Gaelan — Sat, 13 Jun 2009 09:19:52 +0000

Did anyone else happen to notice that the magnetic sign on the side of the truck appeared to change from job site to job site? I couldn’t read the (presumably European) name at the beginning but at the second site the company name read “Ubuntu.” Strategic interaction, anyone?

By: Caitlan

Caitlan — Wed, 10 Jun 2009 00:42:23 +0000

Oh, this was uncomfortable to watch.

By: Reanimated Horse

Reanimated Horse — Tue, 09 Jun 2009 19:59:40 +0000

I’m not able to view the commercial on this computer, but I still feel oddly qualified to ask this. Is it possible that the advertisers were actually making the point that something is accepted as normal, and leaving the viewer to deduce that it shouldn’t be?

I’m not trying to give credit that’s not due or make a statement when I haven’t even seen the ad – I am just curious if that’s another possibility.

By: Joseph Orosco

Joseph Orosco — Tue, 09 Jun 2009 19:55:35 +0000

Obviously, the South African context for racial dynamics is much different than the United States so it’s hard for me to say whether this is really subversive of racial stereotypes. Another reading of the ad is that the men are really reinforcing the stereotypes in the minds of their customers for the sake of material gain. I think its also interesting to witness the class privilege and hierarchy assumed by the partners when they switch roles. It naturalizes the idea that labor is menial and middle class people can simply whistle and order others around while they sit idly by.