When I look at this ad, it does not speak to me. I feel civilized, I look civilized, there isn't even a question of my civility at all. But why would anyone question it? I am white and I have all the privilege that comes along with that. This includes the privilege of always having been considered moral, upstanding, civilized until my behavior proves otherwise. As is the case with African Americans within our culture, their race has stigmatized them with the burden of being judged not on their civilized or uncivilized behavior, but on the stereotypes and tropes still present in our society of the 'savage', the wild and uncontrollable. This ad plays off these seemingly disappeared racist ways of thinking. This ad pushes the black man to rid himself of the things society deems uncivilized and threatening (i.e. an afro or more 'African' hair style and facial hair) in favor of a more white and bland appearance. This man is very well dressed in almost business casual attire, he is handsome and he is clean shaven. This ad tells this man that to be civilized, he must leave race and all societal markers and stereotypes of his race alone. Not only that, but he must throw them as far from himself as possible. It is not attractive or acceptable to look Black, or racialized at all because then he would risk being labeled...uncivilized. Needless to say, this ad was retracted very quickly by Nivea after vocal protests on its racist content.
Sunday, October 16, 2011
Re-civilize yourself!
When I look at this ad, it does not speak to me. I feel civilized, I look civilized, there isn't even a question of my civility at all. But why would anyone question it? I am white and I have all the privilege that comes along with that. This includes the privilege of always having been considered moral, upstanding, civilized until my behavior proves otherwise. As is the case with African Americans within our culture, their race has stigmatized them with the burden of being judged not on their civilized or uncivilized behavior, but on the stereotypes and tropes still present in our society of the 'savage', the wild and uncontrollable. This ad plays off these seemingly disappeared racist ways of thinking. This ad pushes the black man to rid himself of the things society deems uncivilized and threatening (i.e. an afro or more 'African' hair style and facial hair) in favor of a more white and bland appearance. This man is very well dressed in almost business casual attire, he is handsome and he is clean shaven. This ad tells this man that to be civilized, he must leave race and all societal markers and stereotypes of his race alone. Not only that, but he must throw them as far from himself as possible. It is not attractive or acceptable to look Black, or racialized at all because then he would risk being labeled...uncivilized. Needless to say, this ad was retracted very quickly by Nivea after vocal protests on its racist content.
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ReplyDeleteI really like the advertisement you selected because it is blantly racist. I also like how you read the ad because you thought of things I wouldn't have. The question I always think to myself though when I see these ads is why the black man protrayed in this ad is willing to do something that might be racist towards him. Does he think it is racist or does he agree that this culture needs to be change? Or does he not care? mm......it is interesting how one person of an ethnic group might not find the something racist like another person of the same ethnic group.
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