Race is Not Yet Won

No matter how hard we may try to end racism, I have a hard time believing that humans will ever live in a world free of racial discrimination. Of course, the extent of racist behaviors and ideas in the US has decreased dramatically even in the last fifty years, but it’s a big planet with a lot of people on it, and many of us across the globe are still treated differently because of the color of our skin. I myself have never and will never treat someone worse than another for this reason, but that does not mean that I am not conditioned by society to associate certain races with certain practices and characteristics. This is how I feel about modern advertising: no ad today will be so blatantly racist as it might have been fifty years ago, but many ads today participate in stereotyping because stereotypes are a major part of how people view each other, and thus how we view ads. 

Still, just because it happens doesn’t mean it’s right. I don’t believe any type of stereotyping is right, but I certainly won’t pretend I’m not guilty of stereotyping people. Advertisers must walk a thin line when considering stereotypes in their ads because the line between racist and stereotypical is so thin in itself. In many cases, a racial stereotype is something that a majority of people are aware of, and thus a recognizable image that will reach a wide audience. But is it acceptable to judge a certain race for the sake of sales? It shouldn’t be, but for some companies, brands, and advertisers, it is. Racism and stereotyping are still present in advertising, maybe not to the same degree as they have been in the past, but enough to cause concern.

This example of racism in current advertising is one that I came across a while ago. It really stuck with me because it would not necessarily be noticeable if you saw the L’Oreal ad on its own, since Beyonce’s face is recognizable. But when it’s placed next to an unedited photo of her, it becomes clear that her skin was lightened considerably, suggesting that L’Oreal thinks light skin and hair are more beautiful than dark. 

We read this ad in class, but it relates well to the modern Beyonce ad above. The idea that lighter skin is more desirable is present in this ad too, but here it is blatantly obvious. Unfortunately, this ad also suggests that dark skinned people are dirtier than light skinned people, illustrating the idea that racism, while subdued when compared to older ads, still exists in advertising today. 

I absolutely believe that advertisers have an ethical responsibility to refrain from stereotyping based on race. That being said, I believe everyone has this responsibility. Still, advertising has such an overwhelming presence in our day to day lives that eliminating stereotypes from ads would likely contribute to the end of racism. I can only hope that in my future I am able to create wildly successful ads without offending or insulting any human being based on race, gender, creed, or anything else. 

“Our true nationality is mankind."

         - H. G. Wells

-Saige