Global Phenomenon, Historical Challenges, and Visual Strategies
From ads selling slaves to the ones promoting the ideal of equality, from the campaigns generating new racial currencies to the ones turning down the existing racist overtones, Linda C. L. Fu examines over 100 advertisements and draws on a 300-year span of references to reveal the plurality, chaos, variation, and resilience of the colonial concepts of race in society through advertising discourses in the West.
Advertising and Race is the first book devoted exclusively to the study of strategic deployments of racial tropes in advertising amid waves of historical challenges. With a well-mixed theoretical, historical, social, and professional narrative, it presents a new approach, critical insight, and a comprehensive reference for the study of advertising and communication, as well as the study of race, society, culture, and globalization.
Chapter 2: A Colonial Racial Script and Early Advertising
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A COLONIAL RACIAL SCRIPT AND EARLY ADVERTISING
…it is a fact that at least since the seventeenth century what is called humanism has always been obliged to lean on certain conceptions of man borrowed from religion, science, or politics. Humanism serves to color and to justify the conceptions of man to which it is after all obliged to take recourse.
– Foucault, 1984: 44
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