sex and race in advertising
January 13, 2003 1:14 PM Subscribe
Beyond Benetton and Betty Crocker: This Boston Globe article suggests a new age of multicultural marketing is upon us, with ethnically cagey Vin Diesel at the forefront. Instead of "United Nations"-style ads in which each actor is selected to represent a different group, the new style is towards ambiguity, as in the nonspecifically "ethnic" Barbies, or more casual, offhanded reference to race, as in the "Whassup?" Budweiser ads. Does this new "color-blindness" say anything about real social change, or is it just trendy hucksterism? Meanwhile, some very tired sexist chestnuts continue to appear in ads: despite her full time job and gleaming SUV, Mom still relies on classic brands to keep house and make dinner, still solely her responsibilities in TV-land. What gives?
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