I have chosen this text, due to the stereotypes of the black people shown in this advertisement.
The advertising regulator cleared this Cadbury advert of racism and perpetuating colonial stereotypes of African people. However there are many arguments against this advert that can be seen as racist due to the stereotypes of the black people within this advert used.
It can be argued that that the TV campaign was demeaning to African people and perpetuated racial stereotypes. Nevertheless it can also be positivley argued that the ad campaign was culturally sensitive and developed as a "joyous and uplifting portrayal of Ghanaian culture and something which Ghanaians can feel proud of".
Analysing the Advert
At the start of the advert, two black hands are shown shaking or having a friendly hand shake with each other. This straight away shows to the audience that the advert may have black people participating in it. In addition when the hand shake is over straight after African music is played in the background and then a mask or mascot appears on the screen. This mask may be seen as something from a tribe, however the use of African “facial features” on the mask may cause mayhem for the African audience who are watching it.
Moreover as the advert reaches 20seconds the ad shows a more clear understanding of the mise en scene which shows people walking in the country of Ghana. The cocoa beans shown throughout the advert also show that the setting is in Ghana as Ghana is the original place where cocoa beans were founded and made which as a result makes chocolate such as dairy milk. Furthermore the close ups of the African peoples faces may be seen as a negative thing as everything they did with their facial expressions the mascot will do. To conclude with the advert at the end of the advert a Ghanaian man is shown smiling with a dairy milk chocolate by his side alongside with a logo of "fair trade".
The advert can be seen as perpetuating "colonial stereotypes". This advert as a result has infuriated a number of prominent equality campaigners and Ghanaian leaders in the UK.
The Cadbury's TV advert – slogan "show us your cocoa beam" may also be seen as racist as it features a giant, negroid rotating head that unleashes mass dancing among what appear to be highly excitable people in an African village.
The advert also makes Africans look like buffooning simpletons. The biggest presence on the advert is a giant mask that people fall about in front of. Part of being able to use the Fairtrade brand should also include a responsibility to advertise ethically."
The representations of these people throughout the advert are that they are very happy as they are dancing and singing with big smiles on their faces. This could connote to the audience that the advert cant be racist as everyone in the advert is happy.
The advert is targeted at every one of all ages and races, as it is promoting Cadbury and there are many fans of Cadbury. In addition it can be targeted more at an African culture due to the mise en scene of the advert and also the people participating in the advert.
Socially the advert can be used so people can discuss the advert, whether it being about if the advert is racist or not or if they want to go out and by Cadburys Dairy Milk.
Moreover historically this advert may be seen as a very negative advert with many negative outcomes. In 2007 the ASA banned an ad for Cadbury's Trident chewing gum, which featured a black "dub poet" speaking in rhyme with a strong Caribbean accent, after more than 500 complaints that it was racist. This as result shows a negative view towards Cadbury as their representations and stereotypes of black people are very negative.
Theories
Gender and Ethnicity
Stuart Hall: Stuart Hall is a cultural theorist and sociologist who has lived and worked in the United Kingdom since 1951.
Hall's work covers issues of hegemony and cultural studies. He regards language-use as operating within a framework of power, institutions and politics/economics.
Hall has also widely discussed notions of cultural identity, race and ethnicity, particularly in the creation of the politics of Black diasporic identities.
Liberalism
The importance of individual freedom. This can be related to the reperesentations and stereotypes of black people due to back in the day, which were the war times showing that they were slaves for the upper white class. This as result leads to liberalism, showing that black people in todays society want a change. In addition young black teenagers who are stereotyped as gang members or vilains of knife crime may also be tired of this stereotype and want a change for a positive outcome.
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