[LISTEN] Why black people are always dancing in ads (and other stereotypes)
Have you noticed a certain trend when it comes to TV ads and stereotypes?
Questions have been raised as to why are black people always dancing in TV ads?
Why are white families portrayed as a complete family while the other races its single moms?
Others ask why are cleaning detergents always advertised by women?
Eusebius McKaiser engaged those in the advertising industry to understand how they come up with some of these ads and the influences these kinds of ads have.
The news chief Creative Officer of M&C Saatchi Group SA Neo Mashigo, managing director at Grid Worldwide Masego Motsogi and Executive Creative director at FCB Neo Segola.
Black people dance a lot in many scenarios. In my view, we do like to dance a lot but that does not justify the kind of dancing they are making us do in ads. The problem also lays with the clients.Neo Mashigo, Chief Creative Officer of M&C Saatchi Group SA
There has been a progressive change in how we interact with the advertising medium around black people. There is a change.Masego Motsogi, Managing Director at Grid Worldwide
I think there is a distinct lack of a thorough understanding of markets or general mass market by advertisers. So if you look at the advertising industry, it's dominantly white. What tends to happen is that because there is no real insight or understanding of these mass markets, people then tend to then deviate towards stereotypes.Neo Segola, Executive Creative Director at FCB
Social media had a take on the topic...
@Eusebius Luxury cars are always driven by white males in ads— Phuti Wa Mohlaloga (@manamelaphuti) August 30, 2018
But this black stereotyping is not only in TV commercials. Radio stations with black listeners like to pump up jive music, even at 6:30 am on a quiet weekday. And the presenters make sure to be loud on air because they understand that's how you keep black listeners interested.— Ke Nna Elia 🇿🇦 (@SEMolekwa) August 30, 2018
Listen to the full discussion below...