Racism in commercials
Intentional or not?
By: Romando Edwards
Gourmet racism demonstrates that while there are successful
black personals within advertisement that exclude themselves
and try to oppose most stereotypical positions, African Americans
are still viewed as jokers and clowns within the media’s food
promotional section.
It is said that blacks go insane when these foods are mentioned:
 Watermelon
 Fried Chicken
 Kool-Aid
 Grape Juice
WATERMELON
While the exact origins of this stereotype remain unclear, an association of African
Americans and watermelon goes back to the time of slavery in the United States.
Defenders of slavery used the fruit to paint African Americans as a simple-minded bunch
of people who were happy when provided watermelon, some shade and a little rest. The
stereotype was prolonged in minstrel shows often depicting African Americans as
ignorant and work shy, given to song and dance and inordinately fond of watermelon.
FRIED CHICKEN
Since most slaves were unable to raise expensive meats, but generally allowed to keep
chickens, frying chicken on special occasions continued in the African American
communities of the South. It endured the fall of slavery and gradually passed into
common use as a general Southern dish. Since fried chicken traveled well in hot
weather before refrigeration was commonplace, it gained further favor in the periods of
American history when segregation closed off most restaurants to the black population.
Through media African Americans have never been safe
and throughout history till present day, there have been
some commercials that stir up debates about racism.
 Mary J Blige burger king commercial
 Chicken treat
 Coon Inn
 Mary J Blige known for her amazing
voice and being a big inspiration in
the music industry.
 This R&B singer during this
commercial endorsed the
stereotypes set for African American.
 Her unexpected appearance and
song for food is viewed as
buffoonery, and is expect of
someone of the African American
community.
http://www.youtube.com/watch?v=XukHU8y5
GRQ
 This restaurant exist in
Australia and was introduced
in 1992. this highlights the
role hierarchy between blacks
and whites.
 They both held the same
sandwich yet only one was
drooling.
 Being loud and interruptive
aided the stereotypical
behavior expected of African
Americans.
http://www.youtube.com/watch?v=3ycxdruYQc
http://www.youtube.com/watch?v=fGy0y9b-grY
Coon Chicken Inn was an American chain of
three restaurants founded by Maxon Lester
Graham and Adelaide Burt in 1925. The
restaurant's name (which uses an ethnic slur),
trademarks, and entrances of the restaurants
were designed to look like a smiling blackface
caricature of an African-American. The first Coon
Chicken Inn was opened in suburban Salt Lake
City, Utah in 1925. In 1929, another restaurant
was opened in then-suburban Lake City near
Seattle, Washington, and a third was opened in
the Hollywood District of Portland, Oregon, in
1931. Seeing the changes in popular culture, the
chain ended in 1950s when the owners retired.
Today, Coon Chicken Inn items are part of the
genre of black Americana.
Obesity known for being a global issue and occurs
when a person consume energy that exceeds the
body usage. “The prevalence of obesity is even
higher: among black women over 20 years, 77% are
overweight and 49% are obese, whereas among
black men, 63% are overweight and 28% are obese.
The BMI (Body Mass Index) is the number calculated
from a person’s weight and height and provides a
dependable indicator of body fatness. Children
exposed to food advertisements is obviously
influence to choose the products advertised at
significantly higher rates oppose to the children that
avoid viewing these types of commercials “and the
time spent with television has been significantly
associated with the purchase-influencing attempts of
children at the grocery store” (Henderson, Kelly,
2005).
 More Cancer- Right now the link between excess weight and cancer is
purely circumstantial and not necessarily cause-and-effect, but experts
have floated some theories as to why more fat tracks with higher rates
of cancer
 Infertility Increases- Overweight women have a harder time getting
pregnant. One Indian study of 300 morbidly obese women found that
over 90 percent of them developed polycystic ovarian disease, a
condition associated with infertility, over a three-year period.
 Premature Birth Risk- Premature birth is the leading cause of infant
death and long-term disabilities.
When it comes to Black ads. There exist three outcome:
teaching a young generation negatively about nutrition,
obesity, and having non-African Americans reinforce there
stereotypical views. African Americans need to take a stand
within media and erase the unhealthy view on blacks by
helping to promote healthier goods. Show the culture that
changes begin from within. The media will continuously
enforce this idiotic view of blacks unless African Americans
become more aware of what they consume; as a result,
preparing a better view and a healthier culture.
1. Henderson, V. R., & Kelly, B. (2005). Food
Advertising in the Age of Obesity: Content
Analysis of Food Advertising on General Market
and African American Television. Journal Of
Nutrition Education & Behavior, 37(4), 191-196.
2. Mary J. Blige Burger King Commercial. (2012,
April 4). YouTube. Retrieved December 5, 2013,
from
http://www.youtube.com/watch?v=XukHU8y5G
RQ
3. Bad Ads - Racial Stereotypes. (2006, November
21). YouTube. Retrieved December 5, 2013,
from http://www.youtube.com/watch?v=3ycxdruYQc
4. Coon Chicken Inn. (2010, December 25).
YouTube. Retrieved December 20, 2013, from
http://www.youtube.com/watch?v=fGy0y9b-grY