Justine L: Cheerios- Eating the Other: Desire and Resistance

Posted: November 11, 2013 in Uncategorized

In Bell Hooks’ article, Eating the Other, racism and its impact on advertising is discussed that the “politics of diversity and its concomitant insistence on inclusive representation have had serious impacts on advertising” (349). After reading this, I was reminded of the recent Cheerios commercial that featured a mixed race family. Regardless of the content of the commercial promoting the health benefits of Cheerios cereal, the commercial received a lot of negative attention and backlash because of the mixed family that was featured.
I found it very interesting that even in this 2013, this is still concerning for people, and having negative effects on advertising and marketing.
According to the article, when “one desires contact with the Other even as one wishes boundaries to remain in contact”(350). Despite the progress that has been made to tear down the walls surrounding racism, it is still very relevant in our society, and continues to be an important factor to consider and keep in mind when creating ads and working with advertisers and consumers.


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