Sunday April 27, 2008
Black models don’t sell. Apparently
Categories: Marketing, Media, News
The size zero debate has been done to death, and eco fashion on the catwalk is yesterday’s news.
It looks as if the focus is going to be on models of colour. Or the distinct lack of models of colour.
Naomi Campbell and Diddy on the cover of Vogue October 2001
I was pleased (so to speak) when Naomi Capbell first spoke out about black models rarely being chosen for advertising.
According to The Independent on Sunday Carole White from the Premier Model Agency has said she has received briefs from clients stating “no ethnics”. Can you believe this happens in this day and age?!
Whilst many commentators will conclude the fashion industry is racist, should we not instead look to why they are - if such allegations are true - doing it?
Article continues belowMoney makes the world go round. Advertisers want people to spend, spend and spend. If they’re finding that only white models inspire people to spend would we not then lay the ‘racism’ tag at the general public?
Afterall, if people were equally inspired to spend a product modelled by a black model as much as a white model surely fashion brands wouldn’t engage in a “no ethnics” practice.
Wherever the root cause of this problem exists there is undoubtedly a problem. Hopefully, this debate will lead people to think “do I only react to advertising which uses people that look like me?”
I would guess the honest answer would be uncomfortable for most, if not all, of us.
Read more online marketing articles by LEON
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Comments
Sun 27th Apr
It is sad to think racism like that still happens.
By Shona at 9:42 pm
Thu 1st May
Perhaps it’s not as simple as “do I only react to advertising which uses people that look like me?” but also “do I only react to advertising which uses people who look like who I ASPIRE to be?” We know certain ethnic cultures eg in India and Africa (however mistakenly) view being paler as desirable. So, if your population is largely white and even some of your ethnic population prefer paler models, then it sadly makes business sense to use the Caucasian models. Racism may have less to do with it.
By at 3:11 pm
Sun 4th May
Good article.
By Deena at 1:12 am
Wed 21st May
It’s really sad! and when they do cast black people on commercials they are made to look like idiots. e.g “howard” from halifax commercials or that choir on Uswitch commercials!It is just disgusting and wrong!
By Gina at 10:53 am
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