So here is an article that I thought was quite interesting, in that it showed me quite a few hidden inferences if you will, on a very popular car commercial. The thing is, that this article was rejected by one of the writing portals in which I contribute, as being more fit for a blog, so I've decided to do just that. They said some other things as far as the reason for rejection, but it seemed like a poor and b.s. excuse to me. I think that because there was slight controversy about this article, they didn't want to associate with it. Check out the article and tell me what you guys think.
image source: By Patrik Hamberg (Flickr) [CC-BY-SA-2.0], via Wikimedia Commons
image source:Beth and Christian, CC-by-2.0, Flickr
So it seems that we have yet another car commercial that has once again tailored that fine line of being prejudice. As I have observed and reported from an earlier article, Racist Car Insurance Commercials, it seems that the basis of catering to a particular ethnicity would hold no true merit in the advertising world. For what reason would it, without stirring up much controversy and innuendos that can and in many cases do portray ill and unwanted portrayals amongst a particular race?
Let's not confuse race with culture. Before I dissect this newly arrived bad marketing scheme of a car commercial, I want to point out the distinction. Take a place like Japan. Marketing and advertising through commercials, billboards, etc. with a cast of Japanese people speaking a Japanese language and performing in a way that compliments the rich culture of that nation is only fitting. However, the line may become narrow when a specific ethnicity is targeted for a broader theme, that includes unnoticed subtleties and inferences in efforts that the commercial will appeal to that particular ethnicity because it is perceived and believed that "they" like and are into the gimmicks used.
The said car commercial is in reference to the new Toyota Prius. To set the stage, the new Prius commercial begins with a renowned singer by the name of Raphael Saadiq, from the group Tony, Toni Tone. Raphael Saadiq is sitting inside the rear of the red un-trunked Prius and begins playing a tune on his guitar complimented by some fancy lyrics.
The camera then shifts to the inside rear of the vehicle where 3 African American women are sitting and dancing to the tune. Raphael Saadiq continues his song as he turns his attention to the women and serenades them until they eventually exit the vehicle and really began to "let loose" with their dance moves. Some of the lyrics include words like "…what you're doing to me? Girl what you're doing to me?" as well as, "…There's so much mo-ooorrrr-oooooorrrrrre, I just can't wait to explore-o-orrrrrre….!" It may be nothing that during this time, other than coincidence, that he just happens to be gazing at the rear end of one of his "back-up" dancers instead of the newly acclaimed Toyota Prius. So just what kind of 'exploration' is to be performed here, and furthermore, with whom?
In my own personal observation of the new Prius commercial, I must say that the melody was quite catchy and appealing. The lyrics complimented the tune very well and the singer himself has continuously put together hit songs, both within the group Tony, Toni, Tone as well as within his solo career. However, there were some disturbing factors as well.
I completely forgot that I was watching an advertisement for a car commercial, let alone one for the new Toyota Prius. I mean, wasn't this the whole idea of the ad, endorsement and all the accompanying theatrics? It wasn't until about the 4th or 5th time watching the new Prius commercial that I noticed the very impressive estimated EPA of 50 mpg feature along with some others, that seem to have been overshadowed by the well choreographed gyrations of the talented and quite attractive dancers in my past viewings.
I personally established a liking for the one in the pink little number and even took notice that she exited the Toyota Prius last out of the group, well before noticing the vehicle's accreditations like best overall value 10 years…blah, blah, blah! This certainly takes nothing from the very talented Raphael Saadiq, his accomplishments nor his musical genius. Instead, maybe the illusive girls could of been left out of the commercial, leaving the focus more on what was "intended".
My point here is to question the validity of the car commercial's marketing strategy. Just whom are they trying to appeal this new Toyota Prius to? If it is African Americans, then they have done an impressive job on the surface. But subconsciously, I've acquired a resentful feeling of a prejudiced and stereotypical approach from the makers of the new Prius, assuming that the way to my heart is through music and dancing. My feelings then become that the new Prius commercial is racist and prejudice. Perhaps not all African Americans are into this style of music and dance, as I surely know many that prefer to steer clear from secular music altogether.
Perhaps I have been reading a little too much into these commercials and am taking things too seriously. However, it's hard to extend leverage to these professional marketers, whom are expended millions of dollars to put together a great marketing scheme for a company. Simply put, they just do not make silly and non-purposed mistakes.
A commercial is designed to be precise and may go over many and many takes 'til it is considered "right". The details of the commercials and all of its contents are deliberate, for there are big bucks at stake and so this gives little to no room for an "oops" type of response. This is the fine line that these car commercial marketers and advertisers must adhere to and consider before putting their big-wheel foot into their own mouths, for a commercial like this can come back to haunt their intentions.
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