week 14 - multiculturalism and film-ads
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Anti-Racism Advertising
Dr Biljana Scott
DiploFoundation/University of Oxford
EUPRIO 2004
Communicating Across Cultures
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Premise:potential for conflict between plurality andcohesion; between multiculturalism and national
unity.
Evidence: racial/religious discrimination.
Solution: the promotion of a super-categorywhich contains diverse sub-categories within it:
a multicultural national identity.
Anti-Racism Advertising: Introduction
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Definitions ofmulticulturalism/ cultural pluralism:
A term describing a state of affairs:
the coexistence of many cultures in a locality,without any one culture dominating the region.
A term describing a policy:
To encourage all nationals to integrate into their society and take
an active part in its social, cultural, economic and politicalaffairs
To encourage racial and ethnic harmony and cross-culturalunderstanding, and discourage ghettoization, hatred,discrimination and violence.
Anti-Racism Advertising: Introduction
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Means: social ads / Public Service Ads (PSAs)Anti-Racism Advertising: Introduction
AD COUNCIL MISSION
Our mission is to identify a select numberof significant public issues and stimulate actions
on those issues through communications programs
that make a measurable difference in our societies.
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Racial Cooperation
http://www.adcouncil.org/issues/antidiscrimination/
I am an American post 9/11 campaignE Pluribus Unum, orOut of Many, One.
From the nation's original creed rises a message that has
never been more appropriate than now that
diversity unites America, and that in the wake of this
national tragedy, now is the time to embrace and
celebrate that diversity instead of letting it divide us.
Anti-Racism Advertising: Introduction
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Anti-Racism Advertising: Introduction
http://www.cre.gov.uk/
The unique faces of Britain poster campaign celebratesand encourages recognition of ethnic diversity in this
country. It acknowledges modern Britain for what it is - a
fascinating multicultural, multi-racial, multi-faith nation
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Anti-Racism Advertising: Introduction
http://www.onescotland.com
Through this campaign we are stating clearly and loudly
that there is no place for racism in Scotland. Unless werid ourselves of prejudice and discrimination, our pursuit
of social justice, equality of opportunity, and economic
prosperity will be seriously compromised.
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Anti-Racism Advertising: Introduction
http://knowracism.ie/index.html
Know Racism is a three year programme which aims to
contribute to creating the conditions for building
an inclusive and intercultural society in Ireland, where
racism is addressed and cultural diversity is valued.
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Creativity:
Literalisation (1) Double-takes (2)
Empathy (3)
Anti-Racism Advertising: Introduction
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The Unique faces of:
LONDON
SOUTHAMPTON
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I am an American
Anti-Racism Advertising: Creativity 1
By showing people of many ages, races, and religions
saying the simple yet powerful line "I am an American,"the advertising communicates the idea that our differences
equal the very foundation and spirit of this nation.
http://www.adcouncil.org/campaigns/I_am_an_American/
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The Family ofMan
has been created in a
passionate spirit of
devoted love and faithin man.
It was conceived as a
mirror ofthe essentialoneness of mankind
throughout the world.
Edward Steichen, curator,
1955.
503 photographs
68 countries
2 million submissions
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Anti-Racism Advertising: Creativity 2 / advertiser
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Anti-Racism Advertising: Creativity 2 /Advertiser
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Tug of war
Anti-Racism Advertising: Creativity 2
Vox Pop
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Anti-Racism Advertising: Creativity 2
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Anti-Racism Advertising: Creativity 2
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Anti-Racism Advertising: Creativity 2
We all came over in different ships,but were in the same boat now.
Our origins, skin colors or religions may be different
But our hearts are all in the same place.
Please show tolerance for your fellow Americans
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Benetton Campaign, spring-summer 1997
Anti-Racism Advertising: Creativity 1
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Anti-Racism Advertising: Creativity 2
AMERICANS STAND UNITED
Will hate bring it all back? Will it
bring back the innocence? Thesense of security? Will hate
make us better than those who
hate us?
Hate is our enemy, and whenwe start to hate other Americans
we have lost everything. Hate has
taken enough from us already.
Dont let it take you.
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Anti-Racism Advertising: Creativity 2
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Anti-Racism Advertising: Creativity 2
The Freedom Center's mission is to inspire people to speak
up in the face of injustice and for the spirit of freedom.
http://www.freedomcenter.org/
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Anti-Racism Advertising: Creativity 2
Imagine what we can do, together, today.
Imagine ... the power of one voice.
The Interview Why?
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Anti-Racism Advertising: Creativity 2
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Anti-Racism Advertising: Creativity 2
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Anti-Racism Advertising: Creativity 2
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Anti-Racism Advertising: Creativity 3
You have just had the chance
to feel the way many
foreigners in Norway feel.
Hatred has many faces.http://www.visit4info.com/details.cfm?adid=7888
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Benetton advertising campaigns
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Issues:
CreativityAdvertiser
Branding
Target audience
The backfire effect
Double standards
Anti-Racism Advertising: Recap
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Anti-Racism Advertising: Advertiser
Commercial & Government ads: similarities
Oversimplification:
- Racial identity reduced to skin colour- Nationalism reduced to patriotism.
Adamism / a-historicism:
- decontextualising effect of photogrpahy
- shortcomings of humanism.There is but one man in the world, and his name is All Men.
Commodification:
- Multiculturalism on sale, something to buy/own to brand
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Anti-Racism Advertising: Branding
BRANDING signals the shift from selling products to
selling concepts, values, lifestyles and even ideologies.
To show a product is banal. To associate a product witha concept and show that, is clever marketing.
Commodification of Nations:
W
e are selling a product.W
e need someone who canrebrand American foreign policy, rebrand diplomacy.(Colin Powell)
Naomi Klein, America is not a Hamburger, Guardian, 2002.
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Anti-Racism Advertising: Branding
QUESTIONS:
(1) To what extent have issues such as multiculturalism been
turned into brand names for the sake of commercial profit?
(2) To what extent has multiculturalism been used politically
for its brand appeal?
(3) If branding creates a one-way glossy irrefutable message,
doesnt this contradict the basic tenet of multiculturalism:
intercommunication?
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Anti-Racism Advertising: other issues
Remaining issues:
Target audience: global or national? Minorities?
Backfire effect: dont knows have prejudices confirmedCardiff research: http://www.eurekalert.org/pub_releases/2002-12/esr-haa120902.php
Double standards: institutional racism; immigration
policies; citizenship requirements and branding!
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