1. Taf Khan
ISM-Paper
12/09/2013
Prof. Coleman
For this research paper, I have decided to focus on racism and how it has affected international
marketing in the past, how this concept is affecting today, in the present, and how will it affect us in the
future. Racism, which is a belief that all members of each race possess characteristics or abilities
particularly to that race, which helps to differ them from other races. In other words, if one race is
smarter in business and education, they will feel more prestigious and superior to the ones who are not
as educated or smart like their race.
A recent incident that took place in the U.S. back in June of 2013 shows that racism still exists in
America and it can be used for publicities. The incident I’m talking about was Paula Deen’s racial slurs
that she made which eventually resulted in her losing her TV show and all her endorsements. “Deen’s
racism has been defended as just a woman trying to enjoy her southern roots and any accidental racism
that results is just collateral damage. So while Deen lost endorsements, she gained the label as a normal
gal who cooks, talks, and carries herself in the southern way and is getting persecuted for embracing her
tradition.” (Dennis, 2013) In a way, this clearly states that racism still exists in the southern parts of the
United States and most are still supporting it. When Paula Deen first spoke in public regarding this
incident, she decided to appear in Texas where she thanked everyone who forgave her because of her
racial slurs because according to her, people of Texas have hearts as big as their state that can forgive
her after she made the racial slurs. Though this did not get her back to the brands she endorsed, it sure
helped create an image of her in the eyes of her fans and most likely helped her gain more followers
with this publicity act.
I personally don’t find this to be surprising at all because Texas, according to top ten cities site, is

2. ranked as the third most racist state in the country. “Southern states do have bigger racism problems
than states outside the south.” (Bauman, 2013). I can relate that quote with the HBO show, True Blood,
which depicts the character of Tara, as a stereotypical black woman who will fight and yell given at any
situation and sometimes is shown to have little patience.
She is also shown to come from a dysfunctional family, where her mother has a strong religious
background and wants her to stop doing certain things she does in the show, stating that it’s the devil’s
work. Again, the whole mother being black with deep religious cliché depicts the stereotypical black
mother that exists in many Hollywood shows and movies. “It is sexist and racist that the actress, Rutina
Wesley, is young and thin, and pretty yet she is drawn as the unwanted one, loud, harsh, aggressive and
hypersexual. When will black women be allowed to show dimensions other than strong and angery?”
(Racialicous.com, 2008)
The show is a international hit worldwide including countries like India, Bangladesh, and
Pakistan where having dark skin is looked down upon on society. Creating and selling such stereotypical
characters for a variety of international audience may have a negative impact on people who are youmg,
many of True Blood’s viewers range from the age of 16 to 22, and sending a message such as this can
only help them stereotype people with dark skin.
Another incident I can relate that quote to the southern states is the recent case of George
Zimmerman and Trayvon Martin case and how much hype it got from the media. Though a lot of black
communities across the country is outraged by the outcome, a lot of people across country made
several blogs and YouTube vlogs supporting the decision made by the court and stating that his death
took place due to self defense and the black community should calm down about it.
Racism can also have bad marketing in both local and international level. One such incident is
when producer John Palermo of X Men Origins: Wolverine, made the following comments about Kim

3. Kardashian and Kanye West when they moved into their new home, he wrote on his facebook page,
“There goes the neighborhood!!! It looks like a poor Persian palace, where’s Kris Jenner when you need
her?! #moneycantbuyadumbniggaclass”. (Ginsberg, Baum, 2013) This made him take down his entire
Facebook page, making him lose his connection to his fans and might not get many hit projects to work
on as he did in the past. His response to this act is the following, “I've got nothing to lose, nothing to
gain. I'm a bored dude, unemployed, sitting at home in the Valley. For me, some of the best
ways to overcome serious issues is to laugh about them. Because then you truly understand
where that ignorance is coming from." (Ginsberg, Baum, 2013)
In Hollywood, a well-known studio across the world is now under the limelight of having to show
racist characters and situations in the past, and in the present, and they may indirectly continue to do so
in the future as well. I am talking about the studio which has given us numerous hits after hits of fairy
tale films that we grew up watching, Walt Disney films.
A few Disney movies cause a lot of uproar in certain communities because they made fun of
their culture and beliefs and have portrayed characters that fit into the stereotypes of certain
backgrounds. Among the movies, Aladdin has been by far the most talked about children’s movie to
portray such act. In the original version of the movie that was released in theaters and VHS, the intro
song states the following lines, “where they cut off your ear if they don’t like your face.” That verse
angered the Arabic society in North America and worldwide causing them to write numerous letters to
Disney to change that line or take it out completely. Later on, when the DVD was released, they
changed the verse to “where it’s flat and immense and the heat is intense.”
Skin color too played a key role in the movie. “Critics also point out how Aladdin, the good guy,
is portrayed with pale skin and Caucasian features, while Jafar, the villain, is drawn to have darker skin,
facial hair, and a more ethnic visage.” (Misener, 2013). I have also noticed that Disney princesses with

4. darker complexion, seems to be more revealing that those with lighter complexion.
Princess Jasmine and Pocahontas are two examples of this. Princess Jasmine, being an Arabian
princess reveals quite a bit for someone who comes from a land where women are suppose to be
covered up, face included. They actually do show other women on the streets of Agrabah in the movie
all covered up from head to toe and their complexions are a bit lighter than of Jasmine’s. Pocahontas,
whose complexion is dark as well, seems to be wearing outfits that are revealing. One of the reason why
this film falls under criticism is because of the song, “Savages”, where the Caucasians are shown as the
civilized ones in the land while the Native Americans are called savages and barbarians because they are
not smart and educated like the British men that just arrived in their land.
Having dark skin can mean another stereotype in Disney movie, the character with dark skin or
any other colored skin that does not match up to the majority’s skin color in the movie is most likely the
villain. In other words, much like in society we see today, any type of crime that is committed, most turn
out to be colored skin by the media. Some notable Disney villains with dark skin are easily identified by
young children are Scar, Ursula, Maleficent, Shan Yu to name a few.
In Disney’s newest hit, Frozen, they have decided to change the story line a several time along
with the title because it’s based on the Snow Queen tale where the snow queen is portrayed as a evil
character. Disney decided to change her character into a positive character along with giving her more
footage and a bigger role, only because they were not ready to portray a blonde girl as an antagonist.
Disney being a international sensation among many young children and their family across the
world, should consider stopping such act and focus on making good clean movies showing equality. If
they continue to portray such characters and stories where the good guy has light complexion, the bad
guy has darker complexion and overall the princesses are portrayed very thin, which has affected, and
still is affecting many young girls out there who thinks being beautiful and pretty means to be thin and

5. have lighter skin color.
Moving aside from Hollywood, the fashion and advertising world is full of racism. Lets look at
Abercrombie and Fitch Co. for an example, another well-known international clothing brand.
“Abercrombie & Fitch has a long history of racism, sexism, and size discrimination hidden within its
dimly-lit store.” (Lauren, 2013) This is very true. Around 2011, the company came out with shirts
making fun of the Asian culture and the way they some of them speak English. Some of the shirts they
sold that made fun of the Asian culture had some of these words and phrases on them, “Wok-N-Bowl”,
“Wong Brothers Laundry Service”, “Buddha Bash; Get your Buddha on the floor”, “Pizza Oojo: eat in or
wok-out”. Though these shirt did not make it to the markets in Asian countries, they did cause a huge
uproar among the Asian community here in the states. They have also came out with T-shirts making fun
of brunettes that says, “I had a nightmare, I was a brunette.”
If you pay attention to the models used for their advertisements, majority of them are
Caucasians that are featured in all their campaigns. It was not up until very recently they’ve started
making campaigns with other minorities but that too, once in a blue moon. “Stores allow white
employees to work the front house while Asians, African Americans, and people with prosthetics work in
the back, away from customers.” This is very true, many Abercrombie stores, based on my personal
experience that I went to, did exactly what did quote states. Caucasian workers with sixe 0 figures and
well toned, muscle bodies were up in the front greeting you and assisting you, while some others were
all the way in the back at the sales section folding clothes and helping you out if you ask them to.
The company did face lawsuits for its religious discriminations as well, but they keep on doing
what they’ve been doing so far. Though, the statement from CEO, Mike Jeffries, did show a negative
impact among consumers and many have decided to not shop there anymore because of his statement
in which he said he only wants to attract cool, good-looking people to the stores and nothing more than

6. attractive people.
Abercrombie is not the only company that advertises and supports racism, another international
well-known brand, Nivea, is also playing this game. One of their ad campaign shows a black model,
dressed well in jeans, white shirt and sweater and he’s holding a mask of some sort that has big hair,
unshaved face, and basically looks unattractive. Then we have a phrase written across the page where
our model is that states, “Re-Civilize Yourself”.
The tagline for this Nivea product is, “Look like you give a damn” and it’s promoting Nivea’s new
campaign to sell their face wash, shaving cream, and body wash. Indirectly the message behind this is
telling us that black people in society are usually looked upon as someone who is uneducated,
uncivilized and are usually taking part in crimes. It’s also saying that black people are also unhygienic and
therefore should consider cleaning themselves and look clean-shaven in order to fit in with us. This ad,
on international term might affect the brand negatively because Nivea is a well-known brand and
consumed by many worldwide. For them to come up with a campaign like this is very degrading.
In the past, racism have had the same impact on advertising as it does today, one such ad I came
across on thought catalog’s website is that of a soap brand from the early days when racism still existed
and was very strong. The brand is called Pears Soap, and the caption is the following, “I have found
Pears Soap matchless for the hands and complexion.”(Lang, 2013) The ad depicts two children, one
white, and one black. The white child is the one standing next to the tub with the soap and the black
child is in the tub. In the next picture, we see the while child rubbed the soap all over the black child and
he came out of the tub having the same complexion as the white child.
When it comes to racism in international marketing, India, since 1975 have developed a cream
that is made to make your dark skin turn lighter in just six weeks. The cream is known as Fair and Lovely
and today it is considered the world’s number one fairness cream. “Having fair skin means better job

7. opportunities, and it means a better matrimonial candidate. For us it means a bright and promising
future.” (Joshi, 2011) As mentioned before in my oral presentation, in the India and it’s neighboring
countries, Pakistan, Nepal, Bangladesh, Sri Lanka, being fair means you are more valued and looked
upon in society.
Racism does exist within this community. People look down upon you if you have dark skin. Just
like in the west, having dark skin in those countries mean that they will judge you based on how you
look. With dark skin, society will automatically think you are not educated, a poor person belonging to a
lower class, and to some extent they may also look at you like a criminal. Also, just like the quote says,
having dark skin can affect what kind of job a company will hire you for, as well as if anyone is interested
in marrying you, for having dark skin.
On YouTube, there is a documentary uploaded titled Why Are Indians Obsessed with Fairness
where they discuss whether or not India is secretly a racist country. The talk show featured two
Bollywood actresses, one who is dark skinned and one light skinned, along with a CEO of an advertising
firm. According to the actress with dark skin, she mentioned that she has never been able to get the role
of a lover or the protagonist of the movie, why? Simply because her skin is too dark to portray a girl next
door type of image that will make the audience fall in lover with her and her character. Therefore she
said she always gets offers to play the supporting role, or appear in a dance sequence, better known as
item-song in India, where an actor or actress would make a special appearance in the movie just for that
dance sequence only and that type of dance and songs are usually objectifying women with having the
actress wear bold and revealing outfits that the heroine of the film won’t be see wearing.
An interesting comment that was made by the CEO of the advertising firm in which he stated
that if you put a light skinned and a dark skinned girl next to one another, the light skinned girl will be
the one you’ll bring home to meet your family and will eventually end up marrying here in the long run,

8. while the dark skinned girl, she’s someone you’d want to take to the nearest hotel room you can find.
They have also discussed that sometimes they have no issues shooting with models who are
dark skinned, but once the ads get sent to the clients, they send them back and asks for a reshoot of the
pictures, simply for the fact that the models in this print ad are too dark.
This type of judgment and harassment can affect a whole lot of people because Bollywood, just
like Hollywood reaches to a large number of populations across the globe, especially in the Middle East
and African countries along with Europe and North America. Portraying such negativity towards women
especially can affect them psychologically, just the same way it may affect young girls who watches
Disney princess movies where they are always shown to find their Mr. right if they’re skinny and fair
enough.
Nowadays India has managed to target men into this market segment of wanting to be fair. They
have Bollywood’s biggest star endorsing the product, Fair and Handsome skin lightening cream for men,
where if a men uses the product for six weeks he’ll be as famous and popular as this actor worldwide
and will have the luxury of living the life of a superstar, just because he has fair skin now.
Not just India, but they have also targeted middle-eastern men as well who are out facing the
sun and the outrageous hot weather that they have. Their skin also gets discolored and eventually ends
up becoming dark from the UV rays of the sun over the years, this is where Fair and Handsome comes in
with false promise and hope that using their skin whitening face wash along with applying the skin
lightening fairness cream for six weeks straight, they too can live a better live that’s full of happiness.
When it comes to marketing to the gay community, racism plays a huge key role. As a gay man
myself I have first hand experience with this in the gay community. Caucasian men with muscles and
toned bodies will get the most attention compare to blacks, Latinos, and especially Asians. Asians are
always looked down upon in the gay community, be it ads on dating apps, in person, or even if any Asian

9. model that’s marketing a brand such as let’s say, Calvin Klein underwear will get the least attention
compare to a Caucasian or a latino modeling for the same brand.
“Race based rejection was, in the old days of real life cruising, silent. Likewise your reaction. If
someone rejected you because of your race, you didn’t usually hear about it unless you pressed your
case. But men who put no Asians on their profile are not stating a preference.” (Scott, 2012)
Even in mainstream media, many of the gay characters shown on TV are portrayed by Caucasian
men, shows like Desperate Housewives, Modern Family, Glee, Brothers and Sisters all portrayed gay
men as Caucasians.
A lot of dating profiles on smart phone apps usually say they seek either white, latino, or black
men, majority of the time guys are seeking white men for dating, and in many profiles, they clearly write
that any Asians who will message them will be blocked instantly. One profile that is mentioned on this
article contains a picture of a user of one of the most popular gay dating app available on smartphones
in this day and age, Grindr. His profile says nothing about him but just this, “I am blocking more Asians
on here than the Great Wall of China.”
Seeing profiles like this always affects the gay community in both national and international
terms, as well as marketing and selling to the gay community. Marketers and show makers portray us in
stereotypical ways that many of us are not even close to it. They make some gays act all feminine, and
also majority of the time portray gay families with two white male or female rather than showing inter
racial couple or couples other than Caucasians. One thing that still is unclear to a lot of gay men out
there, and that is how can this community fight for equality and acceptance in society when we don’t
even accept one another within our own community?
Throughout decades and centuries racism has been existing everywhere in society and it still
continues to stay in advertising, film, television, and our sometimes within ourselves. Perhaps in the

10. near future this will slowly start to change and end.
Citations:
• Bauman, Nick. "This Study Said the South Is More Racist Than the North." Mother Jones.
Www.motherjones.com, 25 June 213. Web. 09 Dec. 2013.
• Dennis, David. "Paula Deen's Comeback: Proof Racism Still Has a Market in
America."Theguardian.com. Guardian News and Media, 20 Sept. 2013. Web. 09 Dec. 2013.

11. • "Most Racist States In the U.S." - Top Ten List. N.p., n.d. Web. 09 Dec. 2013.
• "True Blood. Tired Stereotypes." Racialicious the Intersection of Race and Pop Culture. N.p., 24
Sept. 2008. Web. 10 Dec. 2013.
• Baum, Gary, and Merle Ginsberg. "'X-Men' Producer John Palermo Goes on Racist Rant on
Facebook." The Hollywood Reporter. N.p., 19 Oct. 2013. Web. 10 Dec. 2013
• Misener, Jessica. "Are These Disney Movies Racist." BuzzFeed. N.p., 27 Mar. 2013. Web. 10 Dec.
2013.
• Lauren. "Abercrombie & Fitch Supports Racism, Sexism & Size Discrimination | Beutiful
Magazine Online." Beutiful Magazine Online. N.p., 10 May 2013. Web. 09 Dec. 2013.
• Lang, Nico. "41 Mind-Blowingly Racist Vintage Ads You Need To See." Thought Catalog. N.p., 26
Sept. 2013. Web. 10 Dec. 2013.
• Joshi, Sailaja. "Beyond Fair and Lovely: A Look into the Culture of Fair Skin." Brown Girl
Magazine. N.p., 23 Aug. 2011. Web. 10 Dec. 2013.
• "Why Are Indians Obsessed with Fairness?" YouTube. YouTube, 03 Oct. 2008. Web. 10 Dec.
2013.
• Scott, Colby. "Skin Deep: Gay Racism Comes Out." Gay.net. N.p., 16 Feb. 2012. Web. 10 Dec.
2013.