Ama Adusei
Assignment one
Promotional culture
How are black women represented in the Charcoal donut advert
campaign by Dunkin’ Donuts and what does this tell us about the
attitudes towards black women within advertising?
Promotional culture MED6116
By Ama Achiaa Adusei
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Ama Adusei
Assignment one
Promotional culture
Abstract
This study looks at the attitudes toward black women within advertisement using the
Charcoal donuts advert campaign as a case study. Being a young black woman myself I
believe this is an important study as I am surrounded by advertisement each and every day.
Advertising aims to represent intended consumer of all races, sexes, ethnicity and attitudes of
consumers worldwide. Understanding the attitudes toward black women within this industry
will give me a deeper understanding to why they are portrayed in certain way. This piece
aims to address wider issues of debate relating to racism within the advertising industry and
how black women are represented as a group though this media platform. The questions I am
to answer in this assignment will be:
1. Are black women portrayed in a negative way and if so why?
2. And how are black women perceived in the promotional industry?
For this assignment I intend to do a semiotic analysis decoding the advert and trying to get a
deeper understanding of the attitudes surrounding black women in advertising. I will use the
secondary research and my semiotic analysis to come to an overall conclusion which will
hopefully answer my question. My thesis aims to add to the body of work which has already
been researched, not a lot of research has gone into understanding how black women are
represented in the promotional industry, this is why it’s so important for me to add to their
field of research.
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Ama Adusei
Assignment one
Promotional culture
Content page
Introduction
Significance of study
page. 4
Outline of research
page.5
Chapter one: Literature review
Representation
page. 6
Black feminist
page.7
Promotional discourse
page.8
Chapter two: Methodology
Defining semiotic analysis
page. 9
Locating my study
page. 9
Limitations with semiotic analysis page. 9
Chapter three: Findings
Skin colour and facial features
page. 11
Consumer and identity
page. 12
Black oppression
page. 13
Chapter four: Conclusion
Significance of study
page 15
Limitations of my research
page 15
Appendix
Bibliography
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Ama Adusei
Assignment one
Promotional culture
Introduction
Significance of study
Having spent three years studying media and communication looking at different types of promotion, I
became increasingly aware of the representation towards black woman within advertising. As my interest
in the subject increased, promotional culture gave me the perfect opportunity to explore deeper into this
topic rather than researching into why black women are underrepresented in the advertising industry, I
wanted to look at how they are represented and what impact that has towards people’s attitudes.
In this assignment I will be analysing the representation of black women in the Charcoal donut advert
campaign by Dunkin’ Donuts, and decoding attitudes toward black woman within advertising. For
centuries black woman have been oppressed fighting to break free not only from the male order but from
discrimination and stereotyping. Crenshaw argues that Black women are discriminated against in ways that
often do not fit neatly within the legal categories of either “racism” or “sexism”—but as a combination of
both racism and sexism (Crenshaw, 1989).
A new study from the University of Toronto Mississauga, which attempted to trace the connections
between different racial groups, showed white people were over-represented in Canadian television
advertisements, and they are more likely to be presented in a positive light than black or Asian people
(Kiflen,2013). The western ideology that beauty means having blonde hair, blue eyes and being ‘white’ is
something that I believe has been embedded into us from a young age through media platforms,
predominately focusing on promotional advertising. From the sexiest woman of 2013 according to FMH
Jennifer Lawrence to super model Heidi Klum the idea of beauty in the western culture has always been
‘white’. This ideology has trickled down into the black culture with the division of ‘dark’ skin black
woman and ‘light’ skin black woman, the idea that ‘dark’ skin woman are ugly and should be ashamed of
their colour. This concept of division within a race is known as ‘colourism’ Maxwell (2003), looked at
how the concept had been around for many year even going back to slavery.
Outline of my research
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Ama Adusei
Assignment one
Promotional culture
In chapter one, I examine the literature books that focuses on my three key areas of research,
representation, black feminist and finally discourse analysis. I will use the secondary research to support
my finding and looking at where my study will fit into the wider field of research.
In chapter two, I explore my research method which I will be conducting in this paper and explaining the
purpose for my investigation. I will be looking at how the method is used and how I can carry it out in my
own study and finally looking at the limitations of the methodology.
Chapter three contains the application of my method in my research where I will be presenting my findings
and looking at the scholarly theories from chapter one and expanding on the ideas.
Finally, within chapter three I will be drawing together all my primary research in contrast to my theories
from the literature review and determining the accuracy of my theses. I will also be looking at how my
research paper will help the wider research of promotion. Rounding this up I will be outlining the
limitations of my study and consider the gaps within my findings where further investigation could be
possible.
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Ama Adusei
Assignment one
Promotional culture
Chapter one: Literature review
Representation
In order to understand the attitudes towards black woman and how they have been represented in the
Dunkin’ Donut advert campaign, first we need to read into representation as a whole and understand how
the black community are represented in the media and where the representation stemmed from.
Zinkha, Qualls and Biswas argued that the representation of ethnic minorities within advertising has
increased in recent years with advertisers realising that they can capture a larger share of targeted minority
markets (1990:136). They took the in-group bias theory (IGBT) attitude the concept that adverts involving
white actors/ models are more favourable to white observes than black observes and vice versa
(Brewer,1979). Brewer concluded that IGBT occurred due to perception of being better than another
group of people. I disagree with Brewers findings that IGBT is due to groups thinking they are better than
one another, I believe this is put down to being able to relate to the actor/ model being advertised rather
than thinking a race is better than another.
With the increase in ethnic minority advertising according to Qualls and Biswas, some academics would
argue that people of colour are increasing with advertising but for all the wrong reasons (Foxworth, 1994)
suggest that black people are not presented and when people of colour are represented it is often in a
negative or stereotypical role. Durckitt goes on further to suggest that media communicates racial prejudice
in different ways stereotyping African American in a “bad” or low status role (1992).
Stevenson and Swayne, they suggested that the black culture is moving into a new era with more black
families becoming middle class and with the election of the first black president and the shift of black
people coming into important positions within our society advertising should reflect this shift. They
believed that the black community are still being represented as household workers (Stevenson and
Swayne, 2011). They further go on to look at the research of (Ward, 1992) he believed that, through
stereotyping and the underrepresentation, advertising media were contributing to racial unrest in America.
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Ama Adusei
Assignment one
Promotional culture
Racial discrimination of the black community has been around for centuries going all the way back to
slavery, even though slavery was abolished in 1833 racism still exist and the stereotypes back then still
exist in today’s society. (Colfax and Sternberg, 1972) argues
“Blacks in contemporary magazine advertising may be contributing to the perpetuation and reinforcement
of racial stereotypes, rather than their eradication.”
According to the advertising association (AA) the black community are being under-utilised, stereotyped
and misrepresented in UK adverts. AA conducted a research which suggested that thousand people from
different ethnic backgrounds, revealed deep concerns in black and Asian communities about the way they
are represented in advertising (Duncan, 2014). Stereotyping has the power to change the behaviour of the
consumer holding the stereotype. The Cultivation theory looks at how powerful stereotyping has come
through advertising, Gerbner described Media as “the most ubiquitous wholesalers of social roles in
industrial societies. Mass media form the common mainstream of contemporary culture. They present a
steady, repetitive and compelling system of images and messages… This unprecedented condition has
profound effect on the way we are socialised in our roles”
Stereotyping tend to have a negative association in reference to a particular group, culture or race.
However not all stereotypes are negative there can be some positive stereotypes such as black people being
good at performing arts. Stereotyping is defined by (Gaertner and McLaughlin, 1983; Bodenhausen, 1988;
Greenwald and Banjia, 1995) as a psychological categorization and specific social groups held by the
general public which influences decision making and information processing task
Overall the representation of the black community within advertising is a very stereotypical as suggested
by the above academics, but it could be argued that all races are represented in a stereotypical way within
advertising. The black community have been fighting for many years to break away from the stereotypical
ideologies that people tend to have and the black feminist movement is doing just that.
Black feminist
To understand how black woman are represented in the Charcoal Donut advert campaign one needs to
have an understanding towards black woman. Black feminist fight for freedom from all people believing
that black woman are racially discriminated, socially oppressed and stereotyped (Smith, 2014). The black
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Promotional culture
feminist movement has been evolving since the 60s, Patricia Hill Collins defines black feminism as
"women who theorise the experiences and ideas shared by ordinary black women that provide a unique
angle of vision on self, community, and society". Black Feminist Thought (1991). Black feminist dispute
that black woman receive a different type of oppression to white woman. Black feminist believe black
woman are sexualised in different way compared to white women, black woman bodies are displayed to be
ridiculed. Twitching argues to say that black woman were seen to be “exotic, dangerous, humorous and
pitied (1988:199) Hook goes on further to say black woman are seen to be sexual savages (1982). Black
woman have not only been seen too be sexual savages but Angela Davis argues that “black woman have
always embodied, if only in their physical manifestation, an adversary stance to white male rules and have
actively resisted it’s inroads upon them and their communities in both dramatic and subtle way”. The way
in which black women have been treated is evident in the representation section, black women are
stereotyped and portrayed in a negative manner
Promotional discourse
Promotional discourse in advertising is viewed as a way to inform and promote in order to sell ideas, goods
or services to selected groups of people. Wenrnick (1991) defines promotional discourse as “A
Promotional message”, which is described as “a complex of significations which at once represents
advocates and anticipates the circulating entity or entities to which it refers” (Wernick, 1991, p.182).
“Living in a world of increasing visual signs, we need to learn that even the most realistic signs are not
what they appear to be” (Chandler, 2007) promotional discourse looks at language and imagery that
engages consumers by relating to their aspirations and sense of identity, Kim Sheehan looks at advertising,
and how consumers convey meaning through their own complex personality and that “it cannot be
assumed that there is a single universal interpretation of a single message among consumers” (Sheehan,
2004).
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Ama Adusei
Assignment one
Promotional culture
Chapter two: Methodology
As there are numerous issues surrounding the way in which black woman are represented in the Charcoal
Dunkin’ Donut advert campaign. I have decided to conduct a textual analysis, specifically drawing on a
semiotic analysis. Many theorist have different definitions when it comes to the term ‘semiotic’, the sign
system theory is defined by Umberto Eco as “semiotics is everything that can be taken as signs” (Eco 1976
cited in Daniel, 2007) whilst Saussure defined ‘semiology as a science which studies the role of sign as
part of social life’ (Saussure, 1983 cited in Daniel, 2007). I believe Sebeok simplified the definition of
semiotics “something which standing to somebody for something in some respect of capacity” (Sebeok
1995 cited in Oyedele and Minor 2012). Semiotics concentrates on three main areas:
1. The study of signs itself.
2. The systems into which signs are structured and organized.
3. The social and cultural contexts within which these signs controlled.
Advertising is constructed by a series of images combined to create an image in the viewer’s mind,
advertising uses verbal and visual elements to deliver a message to the receiver. According to Pierce he
described signs as anything employed in to represent something else (Peirce 1955, cited in Danesi, 2002).
The Saussurean model of the sign is in the dyadic tradition. Prior advocates of dyadic models, in which the
two parts of a sign consist of a ‘sign vehicle’ and its meaning, Focusing on linguistic signs (such as words),
Saussure defined a sign as being composed of a ‘signifier’ (signifiant) and a ‘signified’ (signifié)
Contemporary commentators tend to describe the signifier as the form that the sign takes and the signified
as the concept to which it refers (Saussurean, 1983 cited in Daniel, 2007).
When it comes to semiotic analysis it’s vital to understand the key elements which could potentially be
conveying a message to the viewer, my study will be focusing on the Dunkin donut advert campaign. I
aim to use a semiotic analysis which will help me in answering my question toward the representation of
black women. However there are some limitations when it comes to a semiotic analysis and theorist have
identified three key flaws with this analysis. Although Semiotic analysis helps develop meaning for the
research it does not show how others may interpret the text or signs being shown, interpretation is
subjective so different people will have different outcomes and finally Chandler points out that a semiotic
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Ama Adusei
Assignment one
Promotional culture
analysis is very depended on skills of the investigator (Chandler 2009). People interpret signs and symbols
differently, this potentially flaws my findings as Chandler pointed out that semiotic analysis is very
subjective to the researcher.
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Ama Adusei
Assignment one
Promotional culture
Chapter three: Finding
Chapter two gave a foundation of the academic research which has been done before me, this will be a
foundation of my finding section, and I aim to use the theories and apply them to my finding and answer
my research question. In this chapter I will be using the semiotic analysis, to analysis the Charcoal donut
advert campaign helping to explore how black women are represented within the advert and the attitudes
towards black women within the advertising industry.
Stereotyping using signs, symbols and visual imagery which is found in advertising to construct an image
or an idea for the consumer is used as a way to get consumers buying products. With the shift of black
woman becoming empowered over centuries it could be argued that advertising haven’t caught up to this
change. The way in which black culture is represented through advertising could be seen as degrading and
we often hear black woman refereeing to themselves as “strong black women” this saying has motivated
young black woman, knowing what their ancestors went through during slavery.
Skin colour and facial features
The western idea that having ‘White’ skin makes a person beautiful with blonde hair and blue eyes is a
concept which has stuck with many people since slavery and a stereotype which continue to exist. Dyer
(1997) states that white skin is seen to be righteous and virtuous, which gives them a level of power and
privilege in being Caucasian, meaning ‘white people don’t have to define themselves and are just referred
to as people. The Charcoal donut advert took the concept of the 19th century practice of ‘blackface’ which
was a theatrical makeup used to represent the typical black person and attached stereotypes such as the
“happy-go-lucky darky on the plantation”, lazy, buffoonish and thief’s (Padgett,2014). Blackface was seen
by the African community to be degrading and racial. The advert uses the same concept that blackface use,
namely the pink lips and black face to represent a black woman refereeing back to Foxworth who suggest
that people of colour tend to be represented often in a negative or stereotypical role, this is what is shown
in the advertising using the colours to represent black people in a negative light.
The concept of ‘colourism’ Maxwell (2003) looks at the segregation between light skin black woman and
dark skin black woman, the brown paper bag theory was a concept derived from slavery, if a slave was
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Assignment one
Promotional culture
lighter than a brown paper page they were seen to be kinder, handsome and seen to be smarter than dark
skin women (Rastafarispeaks.com, 2014). Using the colourism theory the advert plays on the fact that it’s a
charcoal donut and the woman in the advert is representing the donut, it goes back to the idea that dark
skin woman are ugly and have the same skin complexion as charcoal something which could be associated
with something that’s ‘burnt’. Although the model is a white woman covered in black paint they still use a
black hairstyle which is typically anchored in black culture with the flamboyant big chunky braids
something which is popular within the black culture, which is a key feature within the picture and a
consumers eyes are drawn to.
However it could be argued that the woman doesn’t show stereotypical black facial features such as having
a big nose and big lips but with the use of colours on her face which the yellow eye shadow and pink
lipstick it plays on the clown concept making her look like a joke with the over use of bright make up
which is associated with clowns who are there to entertain and to be laughed at.
Consumer and identity
In reference to the IGBT by Brewer discussed in the representation framework, he saw his theory of white
actors/ models were more favourable to white observes than black observes and vice versa.
Figure 1: Statistics of the Thailand population, where the Charcoal advert campaign was distributed.
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Ama Adusei
Assignment one
Promotional culture
The above figure1 shows the population of Thailand, following the IGBT principle in reference to
appendix 2 the white model being painted to be perceived as a black model wouldn’t be favourable to their
consumers. With this in mind and the signs and symbols which are being represented through the advert
the sole purpose was to oppress black women, a form of oppression which is argued by black feminist
Crensha, black woman are oppressed through a combination of both racism and sexism and not one
specific category.
The slogan which is used in the advert is “Break every rule of deliciousness” could be seen as a double
entendre breaking the rules of deliciousness in terms of taste but on the other hand could be interpreting as
breaking rules in terms of racism and discriminating against a certain race. In reference to ‘breaking rules’
it did just that causing controversy and anger. Dunkin’ Donut headquarters had to make an official apology
due to the offensive image, whilst the CEO of local Thailand Dunkin’ Donut Nadim Salhani released a
statement saying "It's absolutely ridiculous. “We’re not allowed to use black to promote our doughnuts? I
don't get it. What's the big fuss? What if the product was white and I painted someone white, would that be
racist?" Gecker, J. (2013). The Blackface has a negative ideological connotation behind the concept, if a
white woman had been painted white the image wouldn’t have the same negative association as advertising
is based on ideologies using the signs and symbols to create an extorted version the truth. This statement
shows the ignorance of the CEO of Thailand Dunkin’ Donuts
Black oppression
The way in which the Charcoal donut model has been represented within the advert shows that oppression
within the black community still exist. Black people are still stereotyped in a negative manner, Gerbner
looked at the power stereotyping has and how it has the ability to change people’s mind sets and beliefs.
This advert had the power to change beliefs in a country predominately Asian orientated but chose to
represent black people in a negative fashion, although black people are stepping into places of power and
authority they are still being associated with slavery and ignorance. In the Thailand society where black
people are represented as a miniscule of the population (see figure 1), some may not have ever been in
contact with black people, however the advert gives them a negative perceived notion of black people.
Hook discussed the concept of black woman being represented savage like within society, the biting of the
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Assignment one
Promotional culture
donut could signify her uncontrolled urges to eat the donut, not having the will power to wait. Not being
able to have control over oneself is part of the definition when it comes to defining the term savage.
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Ama Adusei
Assignment one
Promotional culture
Chapter four: conclusion
I came into this study with a preconceived answer to my question believing that black women were racially
discriminated against and oppressed, being represented in a negative manner so it wouldn’t allow black
women to feel empowered but to be put down. Studying the representation of black women within the
Charcoal donut advert campaign allowed me to understand why black women were represented the way
they were. Advertising is used to represent a consumer whether its race or gender but if the stereotypes of a
black person hasn’t evolved as the black community has with black people now stepping into important
roles within society, then black people will be continued to be represented in a negative manner due to
ignorance and certain societies not being aware of the growth of the black culture. It could be argued that
black people are still stereotyped to be seen a second class citizens and not to have developed from the
slavery period. Stereotypes whether good or bad, all races have their own stereotypes through this I believe
the attitudes towards black woman may not necessary be a racist attitude but down to ignorance and not
understanding the black community and only going on what can be seen through these stereotypical
advertising.
This study was important for me to understand the way in which my culture is represented through media
platforms such as advertising I believe this has shown me that it not about being racist, it’s down to not
fully understanding the black culture and only going off what has been represented in the past, slavery
specifically. My view towards the way black woman are represented has changed and the attitudes toward
black woman has changed I believe more study need to be done into this topic, as through my research it
came as a challenge to find the information which would be useful to me. I also believe people need to be
educated not only looking at slavery but looking at the positive things black woman and men have done to
change the stereotypes of the black slave.
However this being said there are limitations too, for example my research and findings, as semiotic
analysis are subjective and my views may not be shared by all. I believe if I had used more than one advert
I would have been able to get a more in-depth understand towards the attitudes but the way in which black
woman are represented I believe that I have given a solid argument.
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Ama Adusei
Assignment one
Promotional culture
Appendix
Appendix two: Charcoal donut by Dunkin Donut advert campaign, 2013
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Promotional culture
Bibliography
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