Are these 5 controversial local ads racist?
Like the current Dove ad outrage, these locally produced, race-themed ads created a huge furore when they were first aired. Their creators denied that they had intended fuelling racism in South Africa. What do you think?
Feed A Child
The charity Feed A Child were responsible for one of the most racially controversial adverts ever.
The ad, that was met with outrage, shows a black child being petted and fed treats like a pet dog by a rich white woman.
According to the creators of the ad, the message they wanted to convey was that the average domestic dog eats better than millions of children.
Steers Big Five
This ad toys with the stereotype that Asians eat everything with a special penchant for endangered species.
The ad for Steers’ Big 5 Burgers shows a mixed group of foreign tourists on a game drive.
An obnoxious Asian tourist claims that he has eaten each of the big five African animals.
Nando’s Diversity
Nando’s is known for their brilliant ads and for their tongue-in-cheek courting of controversy.
With xenophobic attacks in the country increasing at the time, Nando’s asked what the country would look like without “foreigners”.
With many people losing their lives and property in the attacks, the advertisement was seen by some as being in bad taste.
SABC 1 Ya Mampela
This is a banned commercial created by the South African Broadcasting Cooperation (SABC).
First aired close to a decade ago, the ad reverses the socio-economic conditions of white and black people.
As you watch it, think about the stereotyping and the reasons people of all races may find this offensive.
https://www.youtube.com/watch?v=UcWsTwvtyOI&t=2s
Ford Bantam
When there was massive media coverage around corruption relating to BEE, this funny Ford Bantam ad was released. It’s a perfect example of getting it right – perfect timing, characterisation, and conceptualisation. What do you think?
Let us know what your responses to these ads are.
