Different Children, Different Dreams

It has always been clear that stereotypes and typecasting have been involved in all sorts of media especially advertisement. However, I had not realized how much children are used along with these in order to reach certain specified demographics, as well as, to create an emotional attachment or feeling of memory for certain products. Not only is race considered in these advertisements, but also gender stereotypes as well. Specifically, the reading talked about a Johnson's commercial that had a baby bottom (white), and then read the words, "One day this little bottom may sit on the board of directors. Today it needs Johnson's." Clearly there is a racial stereotype with it being a white baby. Following this commercial there is the "girl version", which is, "One day this soft hair may be colored and permed. Today it needs Johnson's." This is a clear gender identification that many of us don't even think twice about when viewing, but these views are being cycled through, not only to adults, but also the the youth of America as well.

The reading also talked about the kinds of commercials that are played throughout Saturday Cartoons. Specifically a commercial for Teddy Grahams that used children to represent the different flavors of cookie, which are vanilla, chocolate, and cinnamon. However, midway through the commercial the black boy is hidden behind a piano and nearly pushed out of frame by the other kids. It is clear that these messages are being infiltrated to the young minds of the Saturday Cartoon viewers. Last week's reading asked the question about the concerns of the influence of stereotype by the Real World Show, but it is clear that this issue occurs much earlier than the teen demographic.

1. It is clear that advertisers are trying to be politically correct by casting different races in commercials, but the issue of whiteness is still being pushed through strongly with the examples of pushing the minorities to the sides of the frame or hiding them, is there anyway to fix this?

2. There are very rarely all African American casts for tv commercials, when they are used is there a different message being brought up through race?