Also, just wondering what you guys thought about this commercial.
Its for vitamin water.
http://www.youtube.com/watch?v=mYVboYqxuDc
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It's interesting. The idea seemed to be that their product will wake you up and get you ready for the night ahead. and while the commercial may have been enforcing a pervasive black male sexual stereotype by suggesting that the drink will get the black protagonist ready to chase women, it is really hard to tell if this is the implication without contrast. It seems to me that the sexual/youthful agenda that Vitamin water wants to be associated with is hardly one that intends to suggest anything about what it is to be black, but rather what it is to be a youth. It may in fact turn out as their advertisement campaign continues that they portray white individuals in the same circumstance. The fact that the circumstance is interchangeable between white and black makes the claim that this advertisement is producing a characterization of what it is to be black moot. In fact, the advertisement could be suggestive of what it means to be youthful. Still I find it a little ironic that the advertisers felt initially more comfortable portraying a black individual in the commercial's circumstances than a white individual.
ReplyDeleteIt is interesting that the individuals portrayed are only partially shown. My initial assumption was that the pillow man was black because of the narrator’s voice, then the audience is allowed to view his hands and the man appears black. Something in particular that I picked up on was the fact that the man portrayed was black but the woman he was chasing was not. Initially, only her legs were shown and she is wearing dark tights leaving her race ambiguous. She is indistinguishable until she gives him the come-hither hand gesture revealing a white skin tone. Since this ad is potentially targeted to black males, I found it interesting that the object of sexual desire was a white woman. This could be reiterating the point that beauty is more closely correlated to white traits.
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