Black People : How Canadian advertising is guilty of racial profiling

Discussion in 'Black People Open Forum' started by Keita Kenyatta, Aug 15, 2013.

  1. Keita Kenyatta

    Keita Kenyatta going above and beyond PREMIUM MEMBER

    Feb 7, 2004
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    The topic of diversity in advertising has been a hot one for many years, whether you’re talking about the creative workforce or the work itself. A new study being presented this week by University of Toronto Mississauga sociology professor Shyon Baumann looks at how advertising in this country profiles and portrays different racial groups, and the results aren’t as rosy as you might expect.
    The study looked at 244 commercials in the food and dining category, that ran on CBC, CTV and Global primarily in 2008 and 2009, though some are still on the air in 2013. And while some marketers can be a bit cliche in how their ads seem to run down the checklist of races, Baumann’s study, done with PhD student Loretta Ho, found that white people are more likely to be represented, and in a positive light, than Blacks or Asians in Canadian TV ads. They found that whites were overly associated with categories like nostalgia (craftspeople and tradition), natural (wholesome foods, agriculture) and the stereotypical nuclear family. Meanwhile, blacks were more often associated with a lower socio-economic status and Asians were portrayed more often as unemotional and robotic.
    One ad cited in the study was this one for Post Foods’ Honey Bunches of Oats cereal.
    Notice all or most of the factory workers were non-white, while the character in the lab coat was a white guy. It also called out a Loblaw’s spot in which CEO Galen Weston talks to farmers (like this), and all the farmers are white. That, Baumann