Advertising and Race

Table Of Contents

• Cover
• Title
• Copyright
• About the author(s)/editor(s)
• About the book
• This eBook can be cited
• Contents
• List of Figures
• Chapter 1
• Chapter 2
• Chapter 3
• Chapter 4
• Chapter 5
• Chapter 6
• Preface
• Introduction
• Key Approaches
• Key Features
• Definition of Key Terms
• The Structure of This Book
• Part One
• Part Two
• Note
• Part One: A Genealogy of the Tropes of the Racial Other and Their Use in Early Advertising
• Chapter 1: Race, Slavery, and Advertising
• “Prime Healthy Negroes”
• Cunning Roguish Outlaws
• Chapter 2: A Colonial Racial Script and Early Advertising
• The Rise of Scientific/Philosophical Racism
• The Aesthetic Dimensions of Racial Classification
• Scripting and Visualizing Difference
• The Uncivilized Other
• The Ugly Other
• The Dangerous Other
• Coding and Commodifying Race in Early Ads
• Chapter 3: Post-World War II Racial Politics and Advertising
• Actions and Counteractions
• From “Uncivilized” to “Third World”: the Adjusted Rhetoric
• To Present and to Be Represented: Demands and Responses
• “What’s Cooking?”
• “Move Up”
• “Solve Dark Color Problem”
• Part Two: Deployments of the Racial Other Within the Context of Contemporary Global Advertising
• Chapter 4: Advertising, Race, and Global Disjunctures
• The Condition of Global Culture and Advertising
• Standardized Advertising vs. Glocalization
• The Changes and the (Un)Changed
• Entering a Post-Racial World?
• “New” Markets, New Demands?
• Chapter 5: Race in Public Interest Campaigns
• A Provocative Approach
• A “Humorous” Take
• The Strategical Plays
• Inclusion or Illusion
• An Unexpected Proxy
• Coloring Up and Spicing Up
• The Many Faces of “Beneficiaries”
• A Play of “Soft Power”
• More than a Dose of Shock
• Old Clichés for New Agendas
• Recycling “Animality’
• The Lure of “Deformity’
• Chapter 6: Race in Commercial Campaigns
• Redemptive Makeovers
• The Whitening of Darkie
• Castrating the “Savage”
• Sugar-Coating Conguitos
• Fetishism at Work
• Superhuman and the Miracle Black Feet
• The Eroticized Exotic Body
• Oriental and Religious Symbols
• Banking on a Heritage
• Retelling a Native Story
• Cashing in on the Icons
• Carrying on the Tradition
• A Strange Game at Play
• Mimicking the Tribal
• The Eccentric Exploitation
• Note
• Conclusion
• References
• Index