Race represents a specific ethnic group and or nation. In this paper, a particular advertisement from Intel Corporation is analyzed from its text to its subtext on the concept racism.
[1] Intel Corporation USA paid for the advertisement (see attached photo on the next page). The purpose of the ad is to promote Intel’s product, Intel core 2-duo processor.
[2] It was made for business companies and or employers that use computers for their work. As seen in the photo, the target consumers are employers around 30 years old, the age does not limit the buyers though, and according to the ad its target audience are from the business industry. In my opinion, the specific target of this advertisement are white businessmen since the man standing in the photo acts as the boss while the black men are bowing down in front of him, acting as the employees.
[3] The setting of the place has an office like set-up and the images that can be seen are black muscular men bowing, a white man standing, with his arms crossed, in the aisle, office tables, windows, two Intel logos, details of the product, and footnote. Although, the ad promotes a computer processor, it was not seen at all in the image but the text does say, “multiply computing performance and maximize the power of your employees.”
[4] Usually advertisements do not include a chunk of text to describe their product but in this case, Intel, somehow, provided enough details for the consumers to see and read. Despite the details being featured, the actual product was not seen. Thus, I find the advertisement lacking because of this aspect. In addition, if there were even one white man bowing, this particular advertisement would not be considered as racist. The gesture of the white man, crossing arms and standing like a boss, in front of the bowing black men suggests racism. Racism, according to the Merriam-Webster Dictionary, includes a certain belief that one race is superior and or inferior to the other. Racism in media has been an issue for many decades. Regardless of the anti- racism advertisements, there are still a few numbers of advertisements that shows racism today.
[5] There is no particular lifestyle being shown in the advertisement but it does suggest the inferiority of the black race is common in the workplace. [6] The Intel advertisement is an example of an ethos rhetorical appeal, it illustrated the efficiency of the product and as seen in the latter part of the ad, it was compared to an older processor. The ad simply states that, it has 40% more performance and improved energy efficiency.
[7] The positive message of the ad is more on the product itself, how it improved from the old processor to the new highly efficient one. Meanwhile, the downside of this ad is how insensitive it exhibits racism. Obviously, the advertisement did not intentionally target a particular racial group nor display the inferiority of the black race.
[8] The advertisement empowers employers and employees in the business industry, to work in an efficient manner with the help of the Intel core 2-duo processor. However, a misconception was exhibited through the fallacious image shown to their consumers. Thus, it disempowers the black despite the fact that the issue of discrimination against them is lessened at the present. The media, especially, knew better that racism has been an old issue and is being neglected today yet they still allowed such concept to be published.
[9] I consider the ad ineffective in spite of the fact that it featured its product’s details because of how it was insensitive it was to racism, if only, they focused on the product itself or was careful enough to not overlooked that the ad displayed a racist idea. Further details of the product is can be seen at their official website as stated in the bottom part of the ad.
[10] When looking at an advertisement one should easily notice the image it portrays, which is why the ad failed to display a good image of their product, and the message it’s trying to deliver. Looking at it the first time, the image of the black men bowing greatly bothered me since the product being endorsed is a computer processor. Of course, not all advertisements should be direct but the insensitivity of the ad cannot be denied. In the end, this particular advertisement is not effective not only because it has the concept of racism in it but also limits its consumers, based on their race, from buying or using the product.
written by: Austin Javier
[1] Intel Corporation USA paid for the advertisement (see attached photo on the next page). The purpose of the ad is to promote Intel’s product, Intel core 2-duo processor.
[2] It was made for business companies and or employers that use computers for their work. As seen in the photo, the target consumers are employers around 30 years old, the age does not limit the buyers though, and according to the ad its target audience are from the business industry. In my opinion, the specific target of this advertisement are white businessmen since the man standing in the photo acts as the boss while the black men are bowing down in front of him, acting as the employees.
[3] The setting of the place has an office like set-up and the images that can be seen are black muscular men bowing, a white man standing, with his arms crossed, in the aisle, office tables, windows, two Intel logos, details of the product, and footnote. Although, the ad promotes a computer processor, it was not seen at all in the image but the text does say, “multiply computing performance and maximize the power of your employees.”
[4] Usually advertisements do not include a chunk of text to describe their product but in this case, Intel, somehow, provided enough details for the consumers to see and read. Despite the details being featured, the actual product was not seen. Thus, I find the advertisement lacking because of this aspect. In addition, if there were even one white man bowing, this particular advertisement would not be considered as racist. The gesture of the white man, crossing arms and standing like a boss, in front of the bowing black men suggests racism. Racism, according to the Merriam-Webster Dictionary, includes a certain belief that one race is superior and or inferior to the other. Racism in media has been an issue for many decades. Regardless of the anti- racism advertisements, there are still a few numbers of advertisements that shows racism today.
[5] There is no particular lifestyle being shown in the advertisement but it does suggest the inferiority of the black race is common in the workplace. [6] The Intel advertisement is an example of an ethos rhetorical appeal, it illustrated the efficiency of the product and as seen in the latter part of the ad, it was compared to an older processor. The ad simply states that, it has 40% more performance and improved energy efficiency.
[7] The positive message of the ad is more on the product itself, how it improved from the old processor to the new highly efficient one. Meanwhile, the downside of this ad is how insensitive it exhibits racism. Obviously, the advertisement did not intentionally target a particular racial group nor display the inferiority of the black race.
[8] The advertisement empowers employers and employees in the business industry, to work in an efficient manner with the help of the Intel core 2-duo processor. However, a misconception was exhibited through the fallacious image shown to their consumers. Thus, it disempowers the black despite the fact that the issue of discrimination against them is lessened at the present. The media, especially, knew better that racism has been an old issue and is being neglected today yet they still allowed such concept to be published.
[9] I consider the ad ineffective in spite of the fact that it featured its product’s details because of how it was insensitive it was to racism, if only, they focused on the product itself or was careful enough to not overlooked that the ad displayed a racist idea. Further details of the product is can be seen at their official website as stated in the bottom part of the ad.
[10] When looking at an advertisement one should easily notice the image it portrays, which is why the ad failed to display a good image of their product, and the message it’s trying to deliver. Looking at it the first time, the image of the black men bowing greatly bothered me since the product being endorsed is a computer processor. Of course, not all advertisements should be direct but the insensitivity of the ad cannot be denied. In the end, this particular advertisement is not effective not only because it has the concept of racism in it but also limits its consumers, based on their race, from buying or using the product.
written by: Austin Javier
Sources:
Minato, C. (2012, June 7). The 10 Most Racist Ads Of The Modern Era - Business Insider. Retrieved February 5, 2014, from http://www.businessinsider.com/the-10-most-racist-ads-of-the-modern-era-2012-6?op=1
Racism - Definition and More from the Free Merriam-Webster Dictionary. (2013). In Dictionary and Thesaurus - Merriam-Webster Online. Retrieved February 5, 2014, from http://www.merriam-webster.com/dictionary/racism
Racism - Definition and More from the Free Merriam-Webster Dictionary. (2013). In Dictionary and Thesaurus - Merriam-Webster Online. Retrieved February 5, 2014, from http://www.merriam-webster.com/dictionary/racism