The advertising watchdog has banned a TV commercial for a gambling website for portraying black people as less intelligent than white people and presenting a negative racial stereotype.
Bingo website Tombola's TV ad featured an older white man in a tuxedo and a black man in a casual Hawaiian shirt playing a ukelele.
The black man repeated everything the white man said, prompting two complaints to the Advertising Standards Authority that the commercial was likely to cause serious or widespread offence because it presented a negative racial stereotype.
In its ruling the ASA banned the ad campaign, by ad agency Euro RSCG, and warned Tombola to take care not to present negative racial stereotypes in future.
The regulator said that, while the ad was humorous, the "relationship between the two characters was defined as the power of a white man over the black man".
The ASA added that the black man was portrayed as "less intelligent" because he repeated everything that was said – even when the white man said "Thank you Tito."
7 comments:
hmmmm, valid argument or PC gone mad?
FFS. PC gone mad...again!
So diculous it RE-diculous.
White man in a tuxedo (presumeably rich, because I don't know anyone who has worn a tux outside of the prom or getting married) with a dumb, black sidekick? Sure seems to uphold racial stereotypes to me.
WOW Moniquie I was there would be 100% PC gone mad feed back. I think its a HUGE stretch to see it your way. You have to have a very negitive mindset and be looking for an insult to see it that way.
I really have to wonder if youhad seen the ad, without any feed back if you would have come to that same conclusion. But that is just my very humble opinion.
i dont know..many Hawaiians are white, why not play safe and use 2 whites instead of taking a risk?
why not use a whole band instead of just one black guy repeating everything? why increase the differences by having the white guy in tuxedo?
i wouldnt ban it only because of TWO complaints but still I cant really blame who had to judge this for playing safe on his side.
There is obvious stereotyping and more subtle stereotyping. This ad would be mild. Every race, colour and nationality has a negative stereotype. My family history is Irish and the usual stereotype deals with drinking. If there was a drunk Irishman next to the tux fella I wouldn't like it too much.
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