You may remember hearing about the “racist” Gap
advertisement that was released last month.
Like some of you, I clicked on the headline to see the offending ad,
only to discover I couldn’t really identify what was racist about it. In the ad, a 12 year old Caucasian girl leans
her arm on an 8 year old African-American girl, who also happens to be her
adopted sister. Both girls are part of a
performance troupe and were featured along with several other children in the
ad campaign, which ironically was designed in part to “encourage girls
everywhere to be themselves.” In case
you didn’t see it, you can check out the offending ad here: http://a.abcnews.go.com/images/Business/HT_gap_kids_ad_pulled_mm_16046_v4x3_12x5_1600.jpg
Critics said the ad gives the message of passive
racism. They complain that the black
girl appeared to be more of a “prop” than anything else. The ad has drawn criticism from many black
people who find it to be yet another offensive example of the ways in which
black women and girls are belittled, undermined, and dehumanized in the media.
Others have argued that the reaction to the ad is a wild
over-exaggeration. For their part, Gap pulled
the ad and apologized stating in part, “As a brand with a proud 46 year history
of championing diversity and inclusivity, we appreciate the conversation that
has taken place and are sorry to anyone we’ve offended.”
As I said, initially, I couldn’t identify what was racist
about the ad. After reading the
comments, I started to get it. I’m still
not sure the ad is racist, but I do understand that it leads to a bigger
conversation about the images of African Americans in this country. The reality
is that there are so few positive, powerful representations of black women and
especially black girls out there that, frankly, it’s unsurprising that the
photo would touch a nerve.
Many of you will engage in freelance work for photography
and graphic design throughout your careers.
In some instances, one image can make or break a career. So my question to you this week is, “Do you
think the Gap advertisement was racist? Should companies be responsible for
encouraging positive representation and diversity in their campaigns?” Answers are due no later than Wednesday, May 25th
2016.
*Please note: You have two weeks to complete this
blog. There will be no new post next
week while I’m out of town.
I do not think it was racist. I feel like people are looking way to into it. I really think it was a good way to show diversity. As well as adoption in a family. Companies should encourage positive representation in their campaigns. I thought the ad was fine to me.
ReplyDeletePersonally, I do not think this ad is racist and the reaction was over exaggerated. The ad would be racist if all three white girls where do these awesome stances and then the only black girl was standing off in the corner with her arms crossed standing by herself than maybe I can see their point. I think companies have so many resources and different minds that they should look over their image for any signs of racism even if it was completely unintentional because racism in our country is highly sensitive.
ReplyDeletePersonally, I can not find anything that makes this ad to appear racist. I definitely think that the art director used poor judgement as to where the little african american girl is placed. I think that her arm should be around her instead of on her. I think that is what people find to be racist about the Gap advertisement. I believe that companies should be responsible for encouraging positive representation and diversity in their campaigns.
ReplyDeleteIf this ad appears to be racist.. then i do not think that it was "intentionally" racist.
-Cody Van Horn
good job Cody, you're awesome
DeleteAwesome Job Cody :)
DeleteThis comment has been removed by the author.
DeleteWhen I first seen the ad all I could think about was these young girls must be apart of some type of gymnastic's or dance team. Racism would have been the last thing on my mind. Although I will say for the African Americans who hearts are a little ''wounded", that the stance could seem a little belittling. Also if they wanted to insure that their ad was leaning towards diversity. They should have had more races in their ad. Instead they put one African American girl in the middle of three Caucasian girls, which singled her out and made her look different. There could have been an Hispanic girl, Asian girl, African American, Caucasian..Etc. They could have worked on that a little bit. But other than that, I did not and still do not see racism when I look at it.
ReplyDeleteI do not believe that the add was racist. I don't believe it is the companies job to encourage positive representation, but it is beneficial for those companies to not exclude anyone based on the color of their skin. looking at the images i did not find it to be offensive nor was she being used as a prop. I think people can get overly sensitive and not looking at the message that Gap was trying to convey. sadly those people could not see past the color of the girls skin and see the broader message that Gap was trying to convey, which is for all girls to be themselves no matter what color their skin is.
ReplyDeletethis was not, in my opinion, racist in any way i think that people look way too much into advertisements, commercials, and just anything in general. That is what sucks about the generation we are in because people will not get past skin color, they are going to look so far into things to take something and turn it around to be something bad. i do not believe it is the companies job to encourage positive representation, but they do need to watch on who they exclude into the advertisements.
ReplyDeleteI don't think this ad was necessarily racist. I do, however, think that they could have done a better job with placement and poses. I can see how some people would interpret her a being a prop because it appears that the surrounding girls are doing all these cool tricks & poses while she is just being rested upon. I also understand that they thought it would be 'cute' because she seems to be the youngest/smallest but something does seem just a bit off to me. I don't think the ad gave off a derogatory, or racist message... I just think they maybe should have given placements and poses of the girls just a bit more thought.
ReplyDeleteI do think that it is the company's responsibility to promote positive representation and diversity, especially if they're trying to capture ALL markets.
I don't perceive it as racist. There is a huge issue with misrepresentation of "minority" groups through the media but this was about the last thing people should have lost their minds over. It portrays diversity to me but not everyone can take something as simple as an ad for what it is: an ad.
ReplyDeleteI'm going to be honest, the moment I saw the add, I instanly saw why people perceived it in such a way. I do feel like it displays passive racism but I also feel like it was unintentional. Like when they set up the pose before the picture, the black girl was like "do I look like an arm rest?" And the photographer was like "shhh it's cute," and took the picture. But to be honest, it's how you choose to perceived it in regards to adds like this.
ReplyDelete#IDONTBLOGLOL
The ad isnt racist, i honestly think people try and poke and prod for reasons to justify their own means. while it is true that they could have done better with the poses... for instance the two girls in the center could have done something other than just stand there, that could have helped, but i dont see any reason why something like this should have blown up at all. as far as representation, dont think of it as diversity, think of it as people. paint people in a positive light, in a positive situation, not because of what people look like.
ReplyDelete~Patrick Shaffer
I personally don't find this ad racist, but I can see where someone could've found this racist. I know and see what Gap was trying to do with this ad, but failed. Gap is a open minded company, they are very involved with the LGBT community. I couldn't see them doing this ad to be intentionally racist. But nowadays any publicity is good publicity, so they could have done it on intentionally for their company. I feel like the poses and placement of the ad would have been better. Also, I agree people will find anything to b**** about
ReplyDeleteI personally think it looks a little wrong that the rest of the young girls are posing in a confidence position while the young back girl is standing there in an awkward position without expression. Companies should be responsible for encouraging positive representation and diversity in their campaigns, they are trying to advertise. In order to advertise, companies needs to encourage buyers to buy. In order to buy products, they need the audience to like the ads.
ReplyDeleteLooking at this ad, I do not think that GAP intentionally meant for this to be racist. I do agree with some of my classmates on that maybe they should have added more humans representing their culture to this picture. Seeing that there is only one African American girl being surrounded by 3 other Caucasians can make this look like they are singling her out.
ReplyDeleteIf an ad arose on national television that was meant to be racist or belittling a human being then they should be held accountable. Ads are what makes the consumers want your products. You want to inspire the consumer in to wearing your clothing line or using your facial cleansing products. By promoting positive vibes through your ad to the buyer then you will have lifetime consumers of your products.
I personally don't feel this was intentionally meant to be racist, however, I can see how some might take it that way. I do feel they should have positioned the girls differently or at least made the African American girl pose with a smile or confidence. She legitimately looks like she is having the worst time and forced into this. Also, a little more diversity would have helped this as well. Again, personally don't find it racist but I do understand both sides.
ReplyDeleteI don't think that racism was the point of this ad but with everything that is going on right now in the black community i understand why it has touched a nerve. I feel the ad is just a really bad judgment call on poses and positions. I do feel like companies should encourage positive images because media does form a lot of what we think and how we feel about certain things now. Yes, diversity is a huge part of that now too and it definitely would have helped here in the picture. (I also did the last blog as well)
ReplyDeleteI don't think the ad was meant to be racist. However, positioning the black girl as a way for the white girl to prop her arm on was not a good idea. She should have been more active in the ad. Maybe if she and the girl had been hugging or playing, it wouldn't have been perceived as racist.
ReplyDeleteWhile I don't believe that the ad was intended to have a racist message, the setup of the photo certainly could have been handled a little differently; I mean, look at the two girls on the outside edges, they look like they're actually doing things, and the girl on the left seems to be the only one who is 'happy' to be herself. It certainly comes down to a bit of ignorance in how people see this kind of issue.
ReplyDelete(Late reply)
I don't believe the ad was racist on purpose, rather, they were focusing on the two girls being "sisterly" which, admittedly, often means being a little mean/ teasing to each other. It wouldn't have been an issue if they had placed more races in the photo however. Overall just a bit of miss judgment and a lack of understanding what the actors where attempting to convey.
ReplyDelete(late Reply)
In no way did I find this video racist. I think people just like to find stuff to argue about
ReplyDeleteI did not find the ad to be racist. I do think they could have added a little more diversity to the ad and that the postitons of the other two girls is a little off. Companies can often be subjective to the media which in many cases just blows things out of proportion.
ReplyDelete