We want to be perfectly clear about the following comments. The media is always selling something. Whether we see an obvious “infomercial” or watch the “talking heads” on CNN–there is a message in the programming and in the advertising that pays for that programming. Our observation: African-Americans account for about 12% to 13% of American society. BUT, they account for at least 50% to 75% (in some cases) of actors in TV ads. Apparently the advertiser feels that the “black market” (Pardon the pun) is the best untapped potential for its product or service. We also see an increasing number of TV and print ads with inter-racial couples. The message here is a bit different–we think. Marketing advantages aside, advertisers are trying the subliminal impact of telling Americans that inter-racial marriage is OK. And in our view–it is. One last observation: any TV ad that has both a white and a black actor will portray the white actor as a lower status (or even a clueless) individual in contrast to the black person who is portrayed as the superior “I got my act together” person. The only time a black male is shown in an unflattering light is when there is a black female also in the ad who seems “in the know”. The point is: advertisers seem to be changing attitudes as they hawk their wares. It is ironic that TV ads are trending this direction at the very time we hear extreme right wing conservatives regaling against “woke” initiatives and LGBTQ movements. The sides of this attitudinal abyss are clearly widening and, in a democracy, that could not be more dangerous because it flavors unseen biases that determine our perspectives. In other words, if you’re anti-gay now, TV ads will only irritate your tolerance level and make you more susceptible to anti-LGBTQ hatred when it surfaces. The country is already becoming an armed powder keg–we don’t need more ammunition.
Comments are closed