{"id":1893,"date":"2008-07-21T05:02:36","date_gmt":"2008-07-21T10:02:36","guid":{"rendered":"http:\/\/thesocietypages.org\/socimages\/?p=1893"},"modified":"2010-11-24T00:07:51","modified_gmt":"2010-11-24T05:07:51","slug":"how-and-why-people-of-color-are-included-in-advertising-4th-in-a-series","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/socimages\/2008\/07\/21\/how-and-why-people-of-color-are-included-in-advertising-4th-in-a-series\/","title":{"rendered":"How and Why People of Color are Included in Advertising: 4th in a Series"},"content":{"rendered":"

This is the fourth installment in a series on why and how people of color are included in advertising aimed primarily at white people.\u00a0 In the first installment<\/a>, I argued that people of color are included in such advertising in order to associate the product with a racial stereotype (i.e., hipness, intelligence).\u00a0 In the second<\/a>, I showed how people of color can be used to give a product “color” or “flavor.”\u00a0 And, in the third<\/a>, I argued that people of color are used to invoke ideas of “hipness,” “modernity,” “progressive” politics and other related ideas.\u00a0\u00a0In this post, I suggest that people of color are used to\u00a0trigger the idea of human variation itself.<\/p>\n

In this first ad the idea that each body is different is illustrated by including women of different fitness levels, ages, and races.<\/p>\n

\"\"<\/p>\n

In this ad, Levi’s uses a woman who appears Latina to sell their jeans, which come in various fits because there is “a style for every story.”\u00a0 The idea is that people are different; not everyone wants the same cut of jeans.<\/p>\n

\"\"<\/p>\n

In this Toyota ad, the copy says “For every expression, there’s a Toyota.”\u00a0 People are unique and so, apparently, are Toyotas.\u00a0 Race is used to communicate the notion of human diversity.<\/p>\n

\"\"<\/p>\n

This is an ad for Playtex bras with half sizes.\u00a0 The implication is that people’s bodies are more variable than the A, B, C etc sizes suggest, so half sizes accomodate that variety.\u00a0 I think this ad is particularly interesting because the model is racially ambiguous.\u00a0 Maybe she’s half<\/em> Asian, Latina, or white, and she’s being used to sell a product that now comes in half<\/em> sizes.<\/p>\n

\"\"<\/p>\n

\u00a0<\/p>\n

NEW:<\/span><\/strong><\/p>\n

\"\"<\/a><\/p>\n

Next up: Including people of color so as to suggest that the company is concerned with racial equality.<\/a><\/p>\n

See the other posts in the series:
\n(1) Including people of color so as to associate the product with the racial stereotype.\u00a0<\/span><\/a>
\n(2) Including people of color to invoke (literally) the idea of \u201ccolor\u201d or \u201cflavor.\u201d<\/span><\/a>
\n(3) Triggering ideas like “hipness,” “modernity,” and “progress.”<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

This is the fourth installment in a series on why and how people of color are included in advertising aimed primarily at white people.\u00a0 In the first installment, I argued that people of color are included in such advertising in order to associate the product with a racial stereotype (i.e., hipness, intelligence).\u00a0 In the second, […]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[23703,285,1759,1760,1754,275,1757],"class_list":["post-1893","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-marketing","tag-raceethnicity","tag-raceethnicity-asianspacific-islanders","tag-raceethnicity-blacksafricans","tag-raceethnicity-latinos","tag-multiculturalism","tag-raceethnicity-whiteseuropeans"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/1893","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/comments?post=1893"}],"version-history":[{"count":9,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/1893\/revisions"}],"predecessor-version":[{"id":29591,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/1893\/revisions\/29591"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/media?parent=1893"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/categories?post=1893"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/tags?post=1893"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}