Like the phrase "beer me" only not...

2.25.2010

Race, Gender, and Old Navy Commercials

I have recently seen an Old Navy commercial on T.V. and after watching it I could not believe the evidence of racism and sexism. These thoughts took the back burner until I decided to do a simple Google search 'old navy commercial'. Scrolling down a little ways, I saw a website page titled "Is the new Old Navy commercial racist?". I was partly excited and relieved that I wasn't the only one with these thoughts, but mostly upset that I might be right. This is 2010 right?
Then I did some investigating and analyzing. In the two commercials (scroll down) there were some blatant themes. In the "Mid-Town Flash" there is a Black family in an otherwise white populated environment. The husband of the family asks "Doesn't Mommy look pretty in her new Mid-Town gown?" The reply is "Go Mom". The notion of the black mother being beautiful does not step beyond the bounds of the family. As if these notions of beauty differ for the black family and the other white women. After the father asks his son "Doesn't Mommy look pretty in her new Mid-Town gown?", one of the women expresses envy for the white Mannequin Kelly's legs. ("These gowns are so cute" "Especially if I had your legs".) The black woman gets the attention when a young white shopper rips the black woman's gown off her body, leaving her naked. A white male mannequin stares at her naked body remarking "sweet" and his dog barks. The now naked woman acts as if this is no big deal saying "Oh, what? Like you've never seen plastic before".
The only lines the white man has is "sweet" and the dog only barks once. Revealing a dark line that creates the difference between beauty and sexualization. The black woman is considered beautiful to her black family, and only when naked does she strike the attention of the white man and dog. And the dog. Really?! Do we really have to go back to social darwinism? Comparing Blacks to animals...?
The other commercial does not have any dogs but there is still the same sexualization. The "Too Many Diva's" Commercial (scroll down) is based on America's next top model. Watching the commercial in its' entirety, there are two black women still in the competition and nine white women. Already on a bad start....so who gets voted off? Yes one of the black girls.
Vanessa gets called forward and the commentator says "Here you rocked the new skinny jeans look". A shot of Vanessa's (not a mannequin) butt in the skinny jeans takes the screen. So Vanessa looks pretty good in skinny jeans, at least her but does. The commentator goes on to bring the bad news..."But you also rocked on your mannequin stand. Please hand in your stand" Vanessa wearily hands her stand over with tears, as a white man interjects "Call me". Lets tally things up. Vanessa has a nice butt in skinny jeans, she can not make it on the SuperModelquin Search supposedly because there are "Too Many Diva's" (total of 2), and even though Vanessa is not model material (not beautiful enough?) the white guy is willing to take his chances with the "call me". Again with the black woman does not fit into the norms of (white) beauty, but fits in perfectly to white man's sexual desires.

Old Navy Commercial "Mid-Town Flash"

Another Old Navy Commercial "Super Modelquin Super Search: Too Many Divas"

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