Archives for category: advertisements

Prince of Persia??

Jake Gylenhaal as the Prince of Persia. Really?? You mean to tell me that there were no talented Persian/Iranian actors to play this role? Hollywood Hmmm….

So Sandra Bullock has decided to reprise her role in The Blind Side, in real life. But this time she’s adopted a black baby from New Orleans who’s naked and adorned with “ethnic” beads in this image. WTF? This has got to be one of the most disturbing magazine covers I’ve ever seen. And to top it off, her ex-husband with whom she adopted this black child with, is said to hold white supremacist views. It’s time celebrities started to look at adopted children of color as people whose lives will be greatly impacted by the their decisions. They aren’t some People Magazine Hollywood trend.

Is it just me or is anyone else tired of seeing/hearing Jessica Simpson? This particular advertisement, (and this show’s premise) bothers me for several reasons. One being the placement of Jessica Simpson in the image. While the other women diminish in size and importance in the photo, she is dominant in the frame. Her presence reminds us not only that this is her show, but also that there is a prevailing Eurocentric scope through which to view these other women. And the show, while aiming to expose the “price of beauty” in different cultures fails to realize the imposed Eurocentric beauty standards at play in their framing of them.

Arizona Immigration Law

A contemporary, remixed Fugitive Slave Act of 1850 if you ask me, only this time it’s targeting another group of people who helped build this land and country. Hmmm.

Skip Gates blaming Africans for their role in the slave trade

And what does that really solve? Nothing. The fact remains that millions of Africans were displaced during the middle passage and forcibly transported into slavery. These United States profited largely from the free labor of black men, women, and children. Many of today’s largest corporations rest on a legacy of slave labor and capital. Attempting to assuage white guilt and promote ulterior corporate motives is not going to do away with the atrocities that happened here on America’s soil, at the hands of so-called Americans.

good night folks. see you next time.

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Naomi jumping rope with monkeys

Naomi jumping rope with monkeys

Naomi running with cheetahs

Naomi running with cheetahs

These images appear in the September 2009 issue of Harpers Bazaar magazine. They were shot by French photographer Jean Paul Goude.

Okay, so I don’t have time right now to write about how extremely problematic, racist, and stereotypical these images are, but I will say that there’s been a deliberate and intentional trend of advertisers and high fashion magazines continually linking black women and women of color models with the likes of animals and the jungle- leopards, cheetahs, monkeys, etc, historically and presently. Our bodies have become “things of the wild,” encompassing the unruly,  and “exotic.” The first image is particularly absurd as we see Naomi Campbell playing double dutch with monkeys as a white man looks on. This finds its foundation in “Orientalist” European Explorer folklore/propaganda where white men venture “into the wild” for a look at the “exotic” life in Africa, Asia, Latin America, the Middle East, North America, etc. I argue that a white model would not be placed in this same “jungle” theme.

If you want to read more about race and representation and why these types of images are problematic and have a very troubling history, refer to works by bell hooks (Black Looks: Race and Representation + many more), The Black Female Body: A Photographic History, by Deborah Willis and Carla Williams,  writings by Shohat and Stam, Edward Said (Orientalism + others), Maurice Berger (White Lies), + read this poem by awesome poet Suheir Hammad that directly confronts the “exotification” of women’s bodies:

exotic

suheir hammad

don’t wanna be your exotic

some delicate fragile colorful bird

imprisoned caged

in a land foreign to the stretch of her wings

don’t wanna be your exotic

women everywhere are just like me

some taller darker nicer than me

but like me but just the same

women everywhere carry my nose on their faces

my name on their spirits

don’t wanna

don’t seduce yourself with

my otherness my hair

wasn’t put on top of my head to entice

you into some mysterious black voodoo

the beat of my lashes against each other

ain’t some dark desert beat

it’s just a blink

get over it

don’t wanna be your exotic

your lovin of my beauty ain’t more than

funky fornication plain pink perversion

in fact nasty necrophilia

cause my beauty is dead to you

I am dead to you

not your

harem girl geisha doll banana picker

pom pom girl pum pum shorts coffee maker

town whore belly dancer private dancer

la malinche venus hottentot laundry girl

your immaculate vessel emasculating princess

don’t wanna be

your erotic

not your exotic

© Suheir Hammad

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Proclaimed as a “Movement” on its website, Proctor and Gamble’s “My Black is Beautiful” Campaign has toured across the country, providing black women with massages, empowerment talks, free hair services, free makeovers, free beauty products, and in it’s own words: “celebrating the diverse collective beauty of African American women and encouraging black women to define and promote their own beauty standard – one that is an authentic reflection of their indomitable spirit.”

But before I could get too excited for my upcoming massage, something stood out to me: the same companies (Proctor & Gamble, inclusive of its brands: Pantene Pro-V and Oil of Olay) that have perpetuated Eurocentric beauty standards for ages, and amassed considerable profits, are now encouraging women to embrace their “black” beauty. The most notorious of these companies is Pantene Pro-V. They have created a decade’s worth of commercials that depict women who undergo personal transformations by turning their split ends into glowing tresses that reach past their shoulders. These commercials never present a diverse image of what beautiful hair constitutes, lest it shines and swings from side to side. So why now are they attaching themselves to a campaign that supposedly advocates that “every” black woman is beautiful? And why are other companies, such as Oil of Olay, who slyly markets skin whitening lotions, becoming active proponents in the campaign as well?

Could it be for same reason that the issue of skin color within the black female community has spurred the success of these companies? Age-old beauty standards that lighter skin and straighter, curlier hair are more desirable have been strong selling points for these companies, as they manufacture products that reinforce these standards. Now, to advocate that all skin tones, from dark to light, and all hair textures, from kinky to straight, comprise beauty, would expand the company’s consumer base, all within the guise of self empowerment. Clever.

An excerpt from the campaign’s manifesto states:

“From the color of my skin, to the texture of my hair, to the length of my strands, to the breadth of my smile To the stride of my gait, to the span of my arms, to the depth of my bosom to the curve of my hips, to the glow of my skin… My black is beautiful.” Here, blackness is once again enveloped into the same rigid skin color, hair dialectic that the advertising campaign claims to forego. The campaign seems to be pushing for alternative conceptions of black femininity, inclusive of natural hair, weight differences, and age expansion, but it stops there. The campaign encourages black women to resist the mainstream media’s depictions of beauty, but fails to recognize the insistence of this media in their very own campaign. Sadly, the dialogue doesn’t reach beyond how black women can bond together on issues that fall outside of our skin color and hair, and delve into a fuller conception of personal, political, and social identity.

Call me a skeptic, but I don’t think a bald black woman, a black woman wearing hijab, or a black woman who refused to undergo the gloss-fest of the advertising campaign, would even be included in “My Black is Beautiful.” The pictures on the website confirm this. Or how about the black woman whose hair is not her main priority, and instead focuses her attention on areas of identity that don’t directly correlate to her physical look, such as writing, thinking, or even breathing. Hard to imagine? In the midst of a black femininity shaped by the dominant gaze that it claims to thwart, I can see why. This inability, or refusal, to conceive of blackness beyond readily identifiable traits of hair and skin color, makes this campaign no better than the hegemonic advertisements of its sponsors.

Instead of using this national campaign to pinpoint some of the most pressing issues that pervade many black women’s lives, and how they are depicted in the media, the campaign has been used as an empowerment machine that operates within a patriarchal, heterogeneous discourse, trading massages for worthwhile dialogue. How about recognizing the mainstream media’s continual dismissal of black women who are physically terrorized or abducted, and who receive, at best, one full segment on the TV news? Specifically, a black woman named Megan Williams was brutally tortured in West Virginia by a white family whose heinous crimes reflect the complete devaluation of the black female body, not in a “beautified” context, but in a global, social context. Why not include discussion items on how to reclaim and strengthen our bodies, minds, and identities in the midst of this racist, sexist ignorance and trauma? As I looked through the online “Discussion Guide,” I saw that one of “Action Activities” instructed women to: “Intentionally affirm Black women and girls by reminding them how beautiful they are. Be specific. Gift a girl with her own subscription to a Black beauty-affirming magazine. Make the celebration of your inner and outer beauty a daily practice, perhaps during prayer or meditation.” The conflation of “inner beauty” with purchasing a beauty-affirming magazine is but one way to reinforce that beauty, and ultimately self-worth, can be bought. Now it becomes blatantly clear why Pantene Pro-V and other big named beauty-pushers are attached to this campaign. Their ads run in the beauty affirming magazines and can be included in the wave of media that encourages “My Black is Beautiful,” while also promoting the same beauty standards that influence many young black girls to runaway from their blackness.

“My Black is Beautiful,” while a much-needed campaign for black women, operates within a safe, easy paradigm for the advertisers that sponsor it. While skin color and hair dynamics are of importance to the black female community, they are in no way the sum total of its existence. They cannot be divorced from a larger discourse on black female identity that takes into consideration the role of advertisers and media, specifically those who back this campaign, in perpetuating sexist norms. To advocate for the expansion of how we frame physical beauty is fine, but to limit a statement such as “My Black is Beautiful” to these terms, not only does a disservice to the cause, but also leaves out a large proportion of women who identify as black, but who don’t define their “beauty” according to those tenets.

Thus, this campaign doesn’t offer new, provocative ways to look at blackness within a feminist space because in doing so, the very campaign, in all of its corporate splendor, would not exist. Ultimately, the campaign has co-opted one of major ideologies of the black power movement (“Black is Beautiful,”) in a way that empties its meaning, and pushes it further from what a movement, in its truest sense, entails.

There’s not too much beauty in that.

While driving home a few days ago, I came across two large advertisements/billboards on the side of the road. They are both relatively close to one another in distance. The first one says:

IMG_4757

The second one, in clear sight of the first one, says and illustrates:

IMG_4774

"the new look of drinkability"

Here they are together:

IMG_4758

So, I guess the intended message here is “don’t have sex, but remember to drink Bud Light,” or “don’t have sex, but being a drunk is okay.”

Interesting.