In this series I have offered five explanations of why people of color are included in advertising. Start with the first in the series and follow the links to the remaining four here.
I am now discussing how they are included. Already I have shown that people of color are often whitewashed, that they tend to be chaperoned by white people, and that they are often subordinated through placement and action.
In this ninth installment, I illustrate how, while interracial friendships are frequently pictured, interracial relationships are very rarely pictured. Look closely, who is (hooking up) with who?
Also in this series:
(1) Including people of color so as to associate the product with the racial stereotype.
(2) Including people of color to invoke (literally) the idea of “color” or “flavor.”
(3) To suggest ideas like “hipness,” “modernity,” and “progress.”
(4) To trigger the idea of human diversity.
(5) To suggest that the company cares about diversity.
How are they included?
(6) They are “white-washed.”
(7) They are “chaperoned.”
(8) They are subordinated through placement or action.