Week 14 - Multiculturalism and Film-Ads

8/7/2019 Week 14 - Multiculturalism and Film-Ads

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Anti-Racism Advertising

Dr Biljana Scott

DiploFoundation/University of Oxford

EUPRIO 2004

Communicating Across Cultures


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Premise:potential for conflict between plurality andcohesion; between multiculturalism and national

unity.

Evidence: racial/religious discrimination.

Solution: the promotion of a super-categorywhich contains diverse sub-categories within it:

a multicultural national identity.

Anti-Racism Advertising: Introduction


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Definitions ofmulticulturalism/ cultural pluralism:

A term describing a state of affairs:

the coexistence of many cultures in a locality,without any one culture dominating the region.

A term describing a policy:

To encourage all nationals to integrate into their society and take

an active part in its social, cultural, economic and politicalaffairs

To encourage racial and ethnic harmony and cross-culturalunderstanding, and discourage ghettoization, hatred,discrimination and violence.



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Means: social ads / Public Service Ads (PSAs)Anti-Racism Advertising: Introduction

AD COUNCIL MISSION

Our mission is to identify a select numberof significant public issues and stimulate actions

on those issues through communications programs

that make a measurable difference in our societies.


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Racial Cooperation

http://www.adcouncil.org/issues/antidiscrimination/

I am an American post 9/11 campaignE Pluribus Unum, orOut of Many, One.

From the nation's original creed rises a message that has

never been more appropriate than now that

diversity unites America, and that in the wake of this

national tragedy, now is the time to embrace and

celebrate that diversity instead of letting it divide us.



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http://www.cre.gov.uk/

The unique faces of Britain poster campaign celebratesand encourages recognition of ethnic diversity in this

country. It acknowledges modern Britain for what it is - a

fascinating multicultural, multi-racial, multi-faith nation


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http://www.onescotland.com

Through this campaign we are stating clearly and loudly

that there is no place for racism in Scotland. Unless werid ourselves of prejudice and discrimination, our pursuit

of social justice, equality of opportunity, and economic

prosperity will be seriously compromised.


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http://knowracism.ie/index.html

Know Racism is a three year programme which aims to

contribute to creating the conditions for building

an inclusive and intercultural society in Ireland, where

racism is addressed and cultural diversity is valued.


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Creativity:

Literalisation (1) Double-takes (2)

Empathy (3)



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The Unique faces of:

LONDON

SOUTHAMPTON


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I am an American

Anti-Racism Advertising: Creativity 1

By showing people of many ages, races, and religions

saying the simple yet powerful line "I am an American,"the advertising communicates the idea that our differences

equal the very foundation and spirit of this nation.

http://www.adcouncil.org/campaigns/I_am_an_American/


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The Family ofMan

has been created in a

passionate spirit of

devoted love and faithin man.

It was conceived as a

mirror ofthe essentialoneness of mankind

throughout the world.

Edward Steichen, curator,

1955.

503 photographs

68 countries

2 million submissions


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Anti-Racism Advertising: Creativity 2 / advertiser


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Anti-Racism Advertising: Creativity 2 /Advertiser


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Tug of war


Vox Pop


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We all came over in different ships,but were in the same boat now.

Our origins, skin colors or religions may be different

But our hearts are all in the same place.

Please show tolerance for your fellow Americans


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Benetton Campaign, spring-summer 1997



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AMERICANS STAND UNITED

Will hate bring it all back? Will it

bring back the innocence? Thesense of security? Will hate

make us better than those who

hate us?

Hate is our enemy, and whenwe start to hate other Americans

we have lost everything. Hate has

taken enough from us already.

Dont let it take you.


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The Freedom Center's mission is to inspire people to speak

up in the face of injustice and for the spirit of freedom.

http://www.freedomcenter.org/


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Imagine what we can do, together, today.

Imagine ... the power of one voice.

The Interview Why?


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You have just had the chance

to feel the way many

foreigners in Norway feel.

Hatred has many faces.http://www.visit4info.com/details.cfm?adid=7888


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Benetton advertising campaigns


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Issues:

CreativityAdvertiser

Branding

Target audience

The backfire effect

Double standards

Anti-Racism Advertising: Recap


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Anti-Racism Advertising: Advertiser

Commercial & Government ads: similarities

Oversimplification:

- Racial identity reduced to skin colour- Nationalism reduced to patriotism.

Adamism / a-historicism:

- decontextualising effect of photogrpahy

- shortcomings of humanism.There is but one man in the world, and his name is All Men.

Commodification:

- Multiculturalism on sale, something to buy/own to brand


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Anti-Racism Advertising: Branding

BRANDING signals the shift from selling products to

selling concepts, values, lifestyles and even ideologies.

To show a product is banal. To associate a product witha concept and show that, is clever marketing.

Commodification of Nations:

W

e are selling a product.W

e need someone who canrebrand American foreign policy, rebrand diplomacy.(Colin Powell)

Naomi Klein, America is not a Hamburger, Guardian, 2002.


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Anti-Racism Advertising: Branding

QUESTIONS:

(1) To what extent have issues such as multiculturalism been

turned into brand names for the sake of commercial profit?

(2) To what extent has multiculturalism been used politically

for its brand appeal?

(3) If branding creates a one-way glossy irrefutable message,

doesnt this contradict the basic tenet of multiculturalism:

intercommunication?


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Anti-Racism Advertising: other issues

Remaining issues:

Target audience: global or national? Minorities?

Backfire effect: dont knows have prejudices confirmedCardiff research: http://www.eurekalert.org/pub_releases/2002-12/esr-haa120902.php

Double standards: institutional racism; immigration

policies; citizenship requirements and branding!

Week 14 - Multiculturalism and Film-Ads

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