Mountain Dew Racial AD – Braveen Ravi

Posted: April 14, 2014 in Uncategorized

In DuCille’s article “Black Barbie and the Deep Play of Differences” talks about how the black barbie contains stereotypical attributes while holding the same frame as the white barbie. For example, both barbies had the same body and face, only difference was the paint color and the clothing and the accessories it possesses. In this commercial by Mountain Dew, portrays negative stereotypes towards the black community. The ad pushes forwards the negative stereotype of black people as crazy, criminals and vicious. The portrayal of negative stereotypes of the African American group creates a racial message to the mass. The criminals lined up portray negative stereotypes of criminals such as du-rags, gold tooth, and over sized clothing. This ad presents racial profiling similar to the Barbie Article were Mattel used stereotypical features and clothes to represent the Barbie.

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