This 1976 advert was used to attract African American customers, especially due to the language used. For example, ‘dinnertimin’ was a popular phrase, especially as it ‘dropped the g’. This distinguishes it from a campaign aimed at white Americans, who wouldn't have used that style of speaking. The absence of racial slurs, as well as using vocabulary such as ‘easy’ and ‘relax’, suggests that African Americans don’t need to be frightened of receiving racial abuse if they go to McDonalds.
With the 1964 Civil Rights Act being passed only twelve years prior, it is likely that McDonalds would have only been newly de-segregated, especially in the South. African Americans would have previously used the ‘Negro Motorist Green Book’, to plan where they could eat, and therefore by using language such as ‘different place’, it emphasises that McDonalds is one of the new restaurants they can now safely eat in, instead of their formerly limited options.
The image also reflects the context of the 1970s. The American Association of Advertising Agencies estimated that Americans would have seen 1,600 adverts daily, but only 12 received a reaction. Therefore, having only black people present would have captivated all viewers.
The poster mentions that one does not ‘have to get dressed up’, which is also reiterated in the visuals; the family is dressed very causally, e.g. T-shirts. This would have appealed to African Americans as they were generally paid less than white people, and may not have been able to afford to eat in luxury restaurants. Moreover, the picture of a family eating together would have been alluring as due to discrimination in the work force, African Americans would have been working long hours. It stresses that McDonalds will give families an opportunity to spend time together.
Lastly, it is vital to note that African Americans were the largest minority group. In 1970, there were 11.1% black people, but only 0.4% American Indians. McDonalds aimed this campaign at African Americans as they had a considerably larger spending power than other races. However, it can be argued that it wouldn’t appeal to them as the language was influenced by their stereotype. Charlton Mcllwain, a NYU professor, has stated that it was “the outcome of [advertisers] trying to do the right thing, but not necessarily knowing what that meant.”
Resources
references:
http://www.theatlantic.com/entertainment/archive/2015/06/casual-racism-and-greater-diversity-in-70s-advertising/394958/
No comments:
Post a Comment