by guest Blogger Patrice G.
Racism has not ever disappeared in the United States of America or the world for that matter, racism is shown in more subtle ways, at times, to try to appear not to be offensive. For example, August 17, 2011 Kiri Blakeley on Forbes.com reveals, "Nivea cream’s new ad for Nivea For Men is seriously offending some in the black community. The ad shows a short-haired black man in a gray sweater tossing the head of a black man with an Afro and beard (presumably his earlier non-Nivea self), with the motto: “Look Like You Give A Damn…. Re-Civilize Yourself.”
The "black community" has every right to be upset and offended, since you would hope after "generations of suffering at the hands of white racist and racist institutions" (Locke, p.112, 2009), ignorance from fortune 500 companies would realizes how offensive the add was before the idea made it way to full advertising. Only after the "black community" was outraged on sites like Facebook, Twitter, and blogs did Nivea offer an apology:
Nivea For Men posted an apology for the ad on its Facebook wall:
Thank you for caring enough to give us your feedback about the recent “Re-civilized” NIVEA FOR MEN ad. This ad was inappropriate and offensive. It was never our intention to offend anyone, and for this we are deeply sorry. This ad will never be used again. (http://www.forbes.com/sites/kiriblakeley/2011/08/17/niveas-new-ad-racist/)
You be the judge of whether the ad is racist or not? Can you identify how this promotes ancient stereotypes of the "BUCK" "SLAVE" "UNCLE TOM" perception of African American males or not?
http://www.good.is/post/nivea-s-racist-ad-re-civilizes-a-black-man/
http://www.forbes.com/sites/kiriblakeley/2011/08/17/niveas-new-ad-racist/
Reference: Locke, B (2009). Racial stigma on the hollywood screen from world war II to the present. New York: Palgrave Macmillan.
Yeah the ad is quite inappropriate. "Re-civilize" yourself from what exactly? Civilized is definitely one of those impactful words that has been and is probably still used today in a racist context.
ReplyDeleteUpon seeing the advert, it is quite ridiculous. If they used other men of different ethnicities to poke fun of 'wild apperances', it may have been a funny theme ad. But to single out black men in this way, is offensive. The ad says that black men sporting 'natural hair' that is not nice and neat, and facial hair, is unkempt and not 'civilized' in appearance. Some guys look like that and are perfectly content. Yet again, I'm amazed at what get approved for advertising by major companies.
ReplyDeleteIn response to this post, I have chosen to copy the below comment:
ReplyDelete"The "black community" has every right to be upset and offended, since you would hope after "generations of suffering at the hands of white racist and racist institutions" (Locke, p.112, 2009), ignorance from fortune 500 companies would realizes how offensive the add was before the idea made it way to full advertising"
In view of this nivea ad, I would like to add that the african-american community shouldn't be overly irritated by this ad not because I am insensitive to the (perhaps) demeaning message that has been confered but because i feel like if reactions such as this persists, there is a liklihood that they (african-americans) can be manipulated. In other words, in attempt to gain their attention, a potential traitor knows exactly what "button" to push! I also want to add that if a person who is a constatnt user of language of oppression is deliberately ignored, his/her impact will be hardly ever felt hence the saying : "whatever you ignore dies"