Racism in Advertising: Fact or Myth?

It is never right to racially stereotype for advertising purposes but while the question of whether to allow for racial stereotyping may be on the mind of the advertiser, in some cases it takes a back seat to what is most effective. It is the job of the person creating the advertisement to make a point apparent without causing the consumer to put in tremendous amounts of effort in deciphering the message and stereotypes are generally easy to interpret.

Racism in advertising is most definitely not a thing of the past and seems to be even less accepted now than it was before. Stereotypes that are too obvious and insulting can cause outrage against the company. You can still find traces of racist outlooks in commercials and ads. Most adults would notice the stereotyping of this Intel ad of a white male portrayed as the manager standing above six black males all bowing in his direction depicting a master/slave relationship. Advertisers should have ethical responsibilities to not take any concept to extremes, but they are mirroring social-political attitudes that are already prevalent in society. They should have ethical responsibilities to design messages that do not increase prejudice among people.

An American Legend

Brand communities like Harley-Davidson result do result in a greater involvement in the brand because it requires an adoption of the lifestyle associated with that brand. If a person immerses themselves into a group like the Harley Owners’ Group they are most likely already attracted to the brand on some small level, and the more they participate in the community the more they are associate themselves with that particular brand. They will buy not only the motorcycles, but the clothing and magazines and any other things that allow them to be easily identified as a consumer of that brand and a member of that community.

The fact that the riders are actually riding the Harleys during the posse rides accentuates the bikes themselves and the effort the riders have put into their bikes. It brings the riders together to share similar interests and express their love for brand. Harley-Davidson shouldn’t get too involved in the ride because the riders that are there already have a love for the brand and may feel that they are showcasing the brand in the rides therefore do not need the brand too involved.Experiences like the Posse Ride allow consumers to actually get on their bikes and ride around, but that focuses on only one aspect of the brand. To increase involvement in the brand they need to promote another aspect of the brand, such as the lifestyle experience and what that entails.