Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts

Friday, September 7, 2007

intel-ligent responses? pretty much, kind of.

So okay, I know I just posted something .3102 seconds ago, but I was looking through stuff and saw that I got 2 interesting responses to my post on the racially awkward Intel ad and I definitely wanted to respond to them, like a responsible blogging responding internet person. First off was this comment from underwayent:
"Hey Brittany, Black people do work at Intel and some of us are proud of it. Although the ad does prove to be insensitive, It was not Intel's intent. Intel is a very diverse company and African Americans play a very important role within the company. It seems that most people are always looking to play the race card at the drop of a dime. We need to start throwing the races cards at each other."
So in response I'd like to say that you know what? I'm glad that you responded defending your company, I totally respect you and would probably do the same if I were in your shoes. That being said, my question of whether or not Black people work at Intel was purely smart-ass-ness, and not really serious. If Intel employed zero Black people that would be fodder for an entirely different kind of post. Anyway, I don't doubt that Intel (as a major technological company who definitely provided the processor on which my little HP pavilion is buzzin' right now) makes strides at effective diversity and inclusion within their company, in addition to dedicating its resources (people, technology and money alike) to socially-aware initiative. However, clearly that doesn't mean that they can't make (and didn't make) mistakes, or that people high-up/in creative roles (or the ones coordinating with any ad agencies, whose mistake this probably was more than Intel's) weren't racially insensitive when creating, approving and rolling out this ad. If anything this goes to show that companies need to put more energy into educating associates of all races, backgrounds and on all levels, about these sorts of issues (i.e. what is taboo, what is racist, and what's just plain awkward).
Here's the other little gem from a Richard that I'd like to respond to as well:
"And, what if the colors were revered? Is that not also racism in your eyes? There have been several ads of late showing a cool black dude letting us know how dorkey, lame, or dumb the white guy was. This is racism. "White Men Can't Jump" is also racist. If you can't see it, I'd suggest you open your eyes and think about it."
Um.. okay, so why are you telling me to open my eyes? Does the fact that you'd find this ad offensive if the races were flipped make it any less offensive? I absolutely cannot stand when I air some grievance I have with a racially charged issue, somebody comes at me with some stuff like this, basically saying "well Black people can be racist too."
..So? So what?
Does that mean that it's not worth me being upset about? I'd have to say... No, it doesn't. Yes, you are right, white people can be the ones on the bad side of a racially offensive ad/situation, but that doesn't mean that when Black people are (as we so luckily get to be so often, huzzah!) that we should not complain about it or not be upset. And no, I don't know whether or not you (or anyone agreeing with you) is white, or male, or shizz, if you're even named Richard, but your post lead me to believe that. Anyway, the fact that you got upset about my pointing out that this was a race issue instead of being annoyed that this is happening to any race (if it had been a bunch of Latinos I'd be annoyed, too) just points to white privilege in the matter of not having to think about race until it is presented to you. Open your eyes and think about it!
Okay, smart ass again, sorry.
Or am I?
Maybe 35%

Oh the anonymity of the net- I just noticed that many posts like that are linked to (surprise!) unviewable profiles. Most interesting. Well not really, but still.

Wednesday, August 1, 2007

intel: processors for the man

While browing the net I saw this gem of an Intel ad on a forum:

Yeah. That's right. Let it sink in real good.
Anything pop out at you? Anything at all?
Okay, so clearly you guys are smart enough to see what's incredibly problematic about this ad, but I'll go ahead and say it anyway, just to make sure that it's clear: RACISM.
So when I first saw this, other than the flaming anger that began to rise inside of me (with a fair bit of vomit in my throat, as this sort of thing just plain makes me sick) I was a bit confused at how it at all related to computers and technology. So not only is it problematic that these men (all conveniently Black men) are bowing down (yeah I know it's a stance in racing/track but clearly you see the imagery) to a white man, but even the copy that 'justifies' the imagery is itself problematic:
"Multiply computing performance and maximize the power of your employees."
Wow, so much to unpack. So first of all, even though "power" in terms of meeting deadlines and maximizing resources would be a relatively beneficial result of having really good processors, but to me the word power combined with the image of the men (strong, hunched and athletic, muscles very clearly sculpted, highlighted by shadows and even sort of glistening in the lighting) really connotes more of a brute, physical sense of power. In a sense, nothing about the image gives me the idea that the processors complimented the intellect and ability of the workers.
Which brings me to another problem that I have- the men very clearly represent the Intel processors and not the workers. Let me tell you why.. The print reads that "multiply computing performance" (clearly through Intel processors) but that you "maximize the power of your employees," nothing about the power of these men looks maximized. Instead, it really just looks like the same man (generalizing Black people, how nice) multiplied over and over again, ready to out perform (because he's about to run really fast, you know why? Because he's Black, and boy can those n*ggers run, huh?) those crappy old other processors. When it comes down to it, Intel equates these Black men (or even this Black man, since he really seems to be just copy/pasted onto the ad because of the lack of attention and detail given to his seemingly unimportant face) to technology, to machines- to tools that white men (read: corporate America, controlled by white men, obviously) can buy, sell, use and control and with no tough feelings- I mean look at the smug smile on that guy's face.
I mean damn, you'd think that after the ole 3/5 thing was in history that we'd actually start to be seen as human beings and not as property anymore, but I guess you really shouldn't overestimate the power of racism and the ignorance (i.e. ignoring racial issues) of white America. Damn. Like come ON- who let this ad run, and how many people approved it? Do Black people even WORK at Intel?
If you are Black, working at Intel, and you somehow saw the concept for this and had a hand in approving it before production then you suck ass and are a failure for letting this get out.

In closing, what does this mean for good ol Brittany?
The next computer I get will have an AMD processor.