The African-American Women

I did notice - for example, inside a commercial for tooth-whitening strips, where an African-American woman, an Asian-American woman plus a white woman discuss the significance of whiter teeth - that the black women who seem in commercials have a tendency to become lighter skinned African-Americans rather than dark-skinned ones, which is suggestive of the racist cast to commercials (Kern-Foxworth 41). However, I also witnessed that most white women who appear are blondes. Thus one can argue that there is a bias toward the varieties of beauty which are much more rarely seen in each race instead of a racist bias towards the lighter-skinned black women.

In general, African-American women are depicted inside the role of wife and/or mother, as are white women. It may be that an exhaustive learn would show that white women are noticed in non-domestic roles more usually than are minority women, as Millum (1994) suggests, but this was not evident during the commercials that I saw.

Some commercials play with stereotypes of black women (as Sapphires, as sexually promiscuous). This playing against stereotype (of any group or individual) is probably the most highly effective tools that there is in marketing since it surprises us and consequently holds our interest (Roberts 82). The most highly effective explicitly anti-steretype commercial I saw was a single on Citigroup's anti-identity threat protections. The commercial features a young black woman speaking from the voice of the young white male personal computer geek. Everything that she says is out of character to your respectable black woman that she looks to become - due to the fact her identity has been stolen by the obnoxious personal computer geek now hiding behind her name.

 

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