Modern Day Ads

This was an advertisement released by Intel in 2007. 

Source // Karen Grigsby Gates. NPR

This ad was released in 2007 - with one white man standing in the middle, surrounded by Black athletes, all in the same position. This perpetuates stereotypes in many different ways. First of all, it seems as though every person squatting is in the exact same position, as if it is the same image copied and pasted; which can insinuate the idea that every Black person appears the same (Bates, 2007).

It also promotes the idea that every Black person is an athlete or interested in atheltics, rather than intellectual capability, which is a stereotype that has been historically present. 

Lastly, they are all bowing as the white man stands, which creates a strange power play, especially considering they are called 'employees.' (Bates, 2007). In past societal structures, white colonists created a social hierarchy that put themselves at the top of society. This ad appears to also look like a visual representation of that hierarchy. 

A Nivea ad that reads "re-civilize yourself." From 2011. 

Source // Nivea. The Washington Post

This Nivea ad shows a Black man holding the head of someone with longer hair and a beard, made in the advertisement to appear "uncivilized." The ad then promotes using their lotion as a way for Black men to "re-civilize" themselves. There are deeper background meanings to this ad, as well (Flock, 2011).

It first tries to promote the idea that natural, textured Black hair is uncivilized, denoting the idea that it could be a style preference. It also promotes that white men are already civilized, and that that is what Black men should work towards (Flock, 2011).

In the greater image, this ad promotes the use of stereotypes to undermind Black men. It gives the notion that they need to take action to become civilized and 'fit in' to society. It also connects to early anthroplogist ideals and to the reification of race by reinstating stereotypes that used to determine a race's competence.

H&M ad of a child with a sweatshirt that reads, "Coolest Monkey in the Jungle."

Source // H&M, Lewis Silkin. The New York Times

H&M also released an add promoting a stereotype that's very dated. This can connect back to The 1893 World's Columbian Exposition. Frederick W. Putnam directed exhibits to show the world of recent innovation and technology. However, Putnam did so in a way that alienated African Americans and Native Americans into a category that deemed them uncivilized, separate from the white society (Baker, 2007, pg 54-56).

For instance, the organizers of the fair presented African Americans and other non-white groups as primitive and exotic, while portraying white Americans as civilized and advanced. Many of the exhibits and attractions at the fair exploited non-white people for entertainment purposes. For instance, the "Midway Plaisance" (Baker, 2007, pg 56).