Advertising
...ors say because it is showing an African American man, maybe a business man; someone who is well educated and dressed well in a suit, trying to use a device which may be a little difficult to operate. One could also use their intuition to assume that this businessman may possibly be on a business trip. Another quote from this same article states, “Typically, minorities are relegated to the role of passive bystander, whereas White characters assume the more admirable roles of ‘go-getters’ and leaders.” (Li-Vollmer, Meredith, 1). This man obviously looks like a go-getter, possibly a businessman, going to a meeting and needs this pda device to report to the office, schedule appointments in his busy schedule, and check e-mail. In the article, Representations of Race in Television Commercials: A Content Analysis of Prime-Time Advertising by Dana E. Mastro and Susannah R. Stern, one particular quote describes what advertisements Blacks are usually in, “Typically, Blacks appeared in integrated ads for food (Taylor & Stern, 1997; Wilkes & Valencia, 1989), cars, alcohol (Wilkes & Valencia, 1989), or institutional/service advertisements…”(Mastro & Stern, 640). Basically, this says that it is unheard of for Blacks to appear in advertisements for technology or electronics, things which are normally reserved for Asians (Mastro & Stern, 642). This article does agree with what Mastro and Stern say about so...