Black shouldn't be here. Why African Americans disappear from the advertising

Away with the labels — welcome on the cover: in the United States began a large-scale rebranding of goods, reminiscent of the days of slavery. The company diligently trying to distance itself from racism, magazines invite African Americans on the front pages and fashion houses on the catwalks. However, the sincerity of such a policy many doubt.

Black fat girl with shiny cheeks and a wide smile takes care of the children more than his own family. Generation American fans pancakes and syrups imagined "aunt Jemima" — a symbol of the brand, owned by Quaker Foods.

Mix for making pancakes firm brought to market in 1889-m. the emblem of the chosen character song — grotesque smiling black woman, always willing to help a white lady. As a black "Mammy" on a cardboard box appeared ex-slave Nancy green.

The brand is one of the most recognizable in the US, and no one imagined that one day he shyly substitute. But June 2020 were done with many symbols associated with slavery.

"We recognize that the image of "aunt Jemima" is based on a racist stereotype, — said the representative of marketing office Quaker Foods Christine Krapfl. — For several years we worked on the transformation of the brand, but now understand that the changes were insufficient."

Did not have time to announce the renaming of "Auntie", what is Mars decided to get rid of "uncle Ben's": on the boxes of rice, we will not see a smiling black servant. The image, known since 1946 and is popular even in Russia since the 90s, associated with the Texas rice plantations. Labels — a portrait of chef and waiter from Chicago.

"We listen to the voices of consumers, especially blacks. It's time to change the brand "uncle Ben", including the visual part of it," said Mars.

The same fate befell two other products, whose symbolism is associated with nostalgia for the old South. Syrup "Mrs. Butterworth" was sold in bottles shaped like a black "Mammy". "The brand needs to send to a loving grandmother," explained the company Conagra Brands. Now marketing strategy reviewing.

Will disappear from the shelves, and familiar to many generations of Americans semolina Cream of Wheat, the emblem of which chef Rastus: this name since the late nineteenth century scornfully called blacks.

The treatment of "aunt" and "uncle" are considered politically incorrect — in the era of slavery, southerners used their instead of "Mr." and "miss", referring to age slaves. Products from the past have long criticized — especially among the younger generation, not nostalgic for the "good old days". Rebranding would have spent anyway, but mass protests have greatly accelerated the process.

Accusations of racism hit and couturier. Amid protests, many brand designer clothes publish social posts to support the Black Lives Matter movement ("black Lives matter") with the condemnation of racism and violence. However, not all bought on the demonstration calling for justice.

Fashion houses are now actively promoting on the Internet black models, recalled a recent discrimination based on skin color. "I don't think that this is a long-term desire for sustainable change, explained to CNN editor in chief of Teen Vogue African-American Lindsey pipls Wagner. — Today, anyone can join the movement BLM in social networks, but what do you do at home or in the office? Why not connect connection not working on the problem in full force?"

However, the brand's Vogue and he struggles with a reputation as inveterate racists. "Time spent in the magazine was the hardest of my career — admitted Shelby Ivey Christie, received the media Manager in 2016. — Persecution validation from white colleagues, thankless job, miserable pay and racism..."

In his microblog girl is described as white male colleagues disparagingly parodied black rappers and underpaid African-American employees. "To hell with this, let me sue, but I will say: I was promoted to Director, added five thousand dollars — and still I have received on 50 thousand less, than a white woman to me," concluded Christie.

Social networks magazine remembered the photo shoot, the former creative Director of Vogue grace Coddington: in her kitchen stood sugar in the form of a black maid. The April cover of 2019 showed talented women of all races, but on the dais in the center were still white-skinned Actresses — Scarlett Johansson and léa seydoux. And basketball player LeBron James in 2008 and appeared on the cover in the image of king Kong.

It is interesting that Nike, which was accused of exploitation of children in factories in third world countries, is considered one of the most advanced in the fight against racism. So, in 2018, face a jubilee, the 30th of the campaign, Just Do It became the American football player Colin Kapernick — he set a trend for kneeling during the performance of the American anthem in solidarity with the African-American community in the USA. During the current protests on one knee, got up politicians and police.

Racist advertising campaigns and products regularly come under a barrage of criticism fighters for justice. Nevertheless, the marketing Director often "miss" and incur the wrath of the crowd. Does rebranding the problem of racism, hard to say.

"We are tired of the fact that brands are not responsible for their words, says Lindsey pipls Wagner. — Easy to join the movement and declare that you are concerned about the problem of discrimination. Many firms saying that for years, but it is necessary not to speak, and to do that we need systemic change. That's what today and demand from brands," sums up the chief editor of Teen Vogue.

It is hard to disagree. The fight against racism is definitely in fashion, however, requires more serious steps the new packaging of rice.