Here is and ad letting the world know that there is a white PlayStation Portable (PSP) coming soon, although the add doesn't really show anything about the new PSP, other than the little picture on the bottom left of the billboard.
This ad uses gendered bodies, a white women holding off a black woman. They represent the two different colored PSP's. Notice how the background is black, causing the black woman to almost disappear into it, and making the white women stand out a lot. The white woman is holding the black woman and is staring at her in, what looks to be, anger. The way her fingers of her left hand are curling add to the depiction of anger. This is trying to show that white will be better, and/or win over black.
Also, I see that the black woman is wearing a button up shirt which is buttoned up all the way covering her body, while the white woman is wearing a shirt, a bit on the skimpy side; showing her stomach, and cleavage. The black woman's hair is short and calm while the white woman's hair is kind of wild; suggesting a wicked experience with the white PSP versus a black one.
Not that I have anything against this ad, but it takes quite a racist approach just to advertise a new PSP. I will say that it would catch almost anybody's eye, weather they are interested in PSP's or not. I just feel that this is just asking for some controversy.
It is interesting how Sony chose to introduce their new product through raced bodies. The fact that the white PSP is portrayed as white woman and black PSP as black woman is attempting to point out the quality difference between the two gaming systems. However, the ad could of used another white woman dressed up in all black, in the same clothing and similar hairstyle. This is not the case, so I think you are correct by pointing out that this add does take a racist approach in implementing its message to consumers. Although many may not notice anything at first, I am sure that this ad is offensive to even some SonyPlaystation users.
ReplyDeleteWow I can't believe this is even an advertisement for a gaming device. I am a very heavy game based individual, and I can say this has nothing of interest in my buying a gaming product. I look for button configuration and game reviews.
ReplyDeleteThe fact that they would choose different races to depict objects and that one seems to have power over the other. It really is saying White is better. As if you owned a black PSP you were not one of the elite who bought the white version.
This is a great catch and also makes me shake my head in shame as a sony fan. I love my PS3 and entourage of sony products but man I do not like their new campaigns.