Yesterday, hoping to get a few giggles, Paul posted this on 9Gag. Responses ranged from laughter to confusion to mild offense. Some saw blatant racism, some saw a funny joke and others were perplexed as to why it could be considered funny or racist at all.
It threw into sharp relief some cultural differences that exist between South America and the US or Europe, for example (although even in popular US television similar strains of walking-a-fine-line are found: take Turk and JD from Scrubs, who regularly refer to each other as ‘Chocolate Bear’ and ‘Vanilla Bear’). While the packaging on the ice cream would never be allowed back home since the starting point for any advertising ‘joke’, or iconography is racial difference, here for most people it’s little more than just packaging.
At times it can be hard to navigate the differences and to understand exactly what’s going on. It’s not uncommon, and even friendly, for people here in South America to refer to each other as ‘negro’, or ‘negra’. To my European sensibilities that’s unacceptable, but there’s little furore here.
There was, of course, the famous example of Luis Suarez in the English Premier League this year. He was accused of racially abusing Patrice Evra, but defended himself by citing cultural differences. ‘Negrito’, he insisted, was culturally acceptable in his native Uruguay.
He was banned for 8 games and fined. After almost a year in the UK and four years in Europe, it was deemed that he should have been used to what was and wasn’t acceptable in the culture he was in.
There are other examples of Colombian products overtly using racial differences as a point of sale. Most offensively, this magazine article for Hola! magazine:
Which was then satirized (having been heavily criticized) by SoHo magazine:
There’s little doubt over the offensive content of the first magazine spread, and most would be quick to condemn it. Other examples, such as the ice cream, appear more innocent, and the claims against them of racism can perplex people from Colombia. Some claim the country is less affected by a modern history of immigration, extreme social inequality and the sensitivity that inevitably comes with that. Others claim it’s a more deep-seated problem that just hasn’t been addressed yet.
Another famous example is the product Limpido. Many don’t really see the potential offense caused by the slogan and the product’s representative (known as “Blanquita, or “Whitey), but it can be hard to deny that any (dubious) humour comes from the model’s African descent – not only the colours involved but the stereotype of the maid. ‘Blanquita’ was never going to be featured as a lawyer, after all.
The debates will go on and on, as they always do, and we’re interested to hear everyone’s take on this issue, so please leave your ideas in the comments and let us know what you think!
Ryan
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Tigre on
The Mimos packaging could be viewed as vaguely racist, race specific or just as picture of someone who enjoys ice cream. Some time ago they were running ads for double-chocolate and vanilla that featured a double image of the Afro-Colombian model “sandwiching” the rubia model. Take that as you will. But, the fact that there wasn’t a public outcry against this image says something about the Colombian acceptance of bi-racial pairings. Had such an ad been printed in the US, there would have been boycotts and calls for the heads of the company’s CEO from both African Americans and Caucasions.
The magazine spread (it looks like the centerfold, not the cover), is an unfortunate depiction of reality. However, it is reinforcing not only many (racial, classist and gender) stereotypes, but also the hook of the article: Women in Power. The SoHo cover is more beautiful and interesting in it’s own right.
Limpido appears to be another story. Yes, the tagline is unfortunate, but perhaps she is referring to her glowing white uniform? Taking pride in the work? Happy that there is a product which lightens her load? Or, is this a case of reinforcing that all Blanquita “The Black Maid” does is the scrubbing? I’m not so sure, especially since the vast majority of housekeepers I have seen in Bogota have been non-Afro-Colombian. Granted, my perspective is limited, however, I have spoken to many people across the Colombian color palette and they have agreed that there is very little racism here.
Ryan seems to take a stance that overtly racist imagery, puns, commentary in advertising is unacceptable in the so-called “developed world.” I disagree. Aunt Jemima is still very much alive and well in the US, seldom do you see people of color (other than celebs) advertising high-end products, the average family portrayal is that of a white middle-class unit and multi-racial couples are non-existent unless they are non-distinct.
There is a current ad for Trident gum that I have seen on billboards in Bogota. It is obviously a product of a US marketing agency and must be running in the States as well. A white border guard is grasping an Hispanic man by the scruff of his blue-collar shirt. Both are smiling gleaming smiles at each other. If that isn’t overtly racist, WTF is?
Furthermore, racism exists in its most insidious forms in daily life across North America and Europe. It is a palpable and ever-present scourge.
Paul on
I think we’d all agree racism is pretty abhorrent in all forms and in whatever country. The point of the article seems to me to be merely pointing out how cultural differences can increase/decrease our sensitivity about these issues.
The focus of Ryan’s article, to me at least, doesn’t seem to be a commentary on racism in Colombia. You say you’ve spoken to many people here and I, too, have spoken to many people here. I can give plenty of anecdotal evidence of racism in Colombia, just as I can of racism in England, just as I can of incredible tolerance and open-mindedness in Colombia. It’s besides the point. The pictures in the article range from, for me, offensive to comical, but it’s interesting to me how the Mimos one, for example, would never happen in England but here people don’t bat an eyelid. The point isn’t which side of the fence I’m on, but the fact that it’s a different reaction depending on culture. I also have my guesses as to why these differences are, but that’s for another, more educated person to postulate.
EDIT: But you’re right about the Trident advert. I haven’t seen it but it sounds pretty awful!