When I watched this advert, I was shocked because it is surprising to think that this text of advert would be seen in contemporary times. This advert was noticed by many viewers and shared around a range of social mediums. This detergent advertisement brought up a wide amount of outrage and concerns for the brand and product. There are videos of people reacting to the advert and multiple posts about the racism that is conveyed in the text.
The advert shows that idea of being white and whiteness in society. Whiteness is something has been around for many generations in different forms. It can be seen in the beauty industry and multiple types of advertising. All of these ideas of whiteness show that being white is better and through some products, you can change your complexion and become normal like everyone else. But also you're able to fit in and not feel different anymore, and by changing your colour, you can change your life in the way that you're able to get girls.
This type of advert was common in the19th Century as they showed the biological difference between white and black people. This was mainly to justify that white people were much more superior than blacks and that they were able to clean off the blackness. It was selling racial difference through necessities.
Whiteness has been a big problem for society, from the earlier days till now. But seeing this type of advert is wrong and not acceptable. These adverts are both about cleaning products and that their strength is so strong that able to clean away one's complexion.
This advert can show different types of racism. It can show some sense of inferential racism. As a racist statement was formulated without bringing the awareness of the racist statements on ground. But this is mainly overt racism. This is the openly and favourable type of racism. It can also show casual racism because advertisers didn't notice it was racist till it was pointed out to them and there was no intention of it being there.
Another thought, is how was this acceptable in the Chinese community and how did the advertiser think this out?
Photo captured from
funny! I did the same commercial as you on my blog.
ReplyDeleteI want to say, to me, the use of "Chinese community" makes me think of a Asian-Kiwi or Asian-American, a group that is not "fully" Chinese and has been in a western society that knows what 'racism' is. which gets me to my next point, China doesnt really have racism, stereotypes at most, because they were not fully colonised by any European country, and China was for some time closed off of information of the "outer-world", they only had TV to "educate" themselves on what the outside world was, and with the lack of interaction between foreigners and chinese also contributed to the lack of knowledge they knew of each other. This commercial was approved in China because they genuinely think it was funny and "international" (becuase of the racial cast, and the fact this ad remodelled after a Italian(?) ad), i dont think they had any idea that it would be seen as "racist", because they dont know what that is.
As a Chinese (brought up in NZ) i do see this commerical as offesive, but i do see the humour in it as well (the comment secetion is the best).
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ReplyDeleteI was shocked as well when I first saw the advertisement. In your examples, it does imply that being black is something which can be washed off. But in this case, I think it is saying that black people in general are not 'preferred.'
ReplyDeleteIn the advert, the black actor is covered in paint - to show that he is dirty. To signify the product being used/advertised, he could have came out of the washing machine without all the white paint that was on him. Instead, he comes out as an Asian man - Which could be a way of implicating that his (black) skin colour is also considered dirt. This can also be related to the idea of soap and civilisation. 'Whiteness' becomes strongly tied to enlightenment and purity, while the 'Other' becomes connected with darkness, being uncivilised and unclean. (So it is the white man's duty to clean others.)
A sense of symbolic racism such as the trivialisation of racial equality can be felt watching this advert. Advertisers are promoting a definition for what is considered 'normal'. They are suggesting that what is normal and ideal is white (skin). In a culturally diverse world we live in today, it is disgusting to see such ideas are still being reinforced.
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ReplyDeleteIt was really hard to watch this advert and think someone really thought this was okay?
ReplyDeleteI also thought about the concept of fear of miscegenation - mixing of different ethnicities of races, especially in marriage or sexual relations which, as we know, has been a prevalent theme in Hollywood for decades. As well as emotional segregation, where the Europeans are unable to see people of colour as emotional equals or capable of sharing the same human emotions and experiences. With the whole seducing the black man then quickly pushing him in the washing machine I think these Eurocentric ideas are definitely at play here.
This advert was definitely disturbing to watch, and it definitely denominates black people as being dirty, impure and noxious. The advert takes advantage of this and uses this portrayal for the sake of the detergent exaggerating its cleaning and cleansing capabilities, for it to change someone with dark skin onto an Asian Man with light skin after using the detergent. It illustrates that the Asian man is purer and cleaner, and this is then concluded by the lady when she approves the Asian man but not the black man.
ReplyDeleteI definitely agree with you that this Chinese advert reinforced ideas of colorism. Being white is 'beautiful' and 'pure' while being black, and darker skinned is snyonymous to dirt and impurity. As you said, 'white is better,' which I think plays into the universalism of white beauty. For the girl, being white is desirable and as long as she gets paler, 'whiter' clothes she will attain the Western standard of beauty that has become the norm.
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