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The Racial Content of Advertising

In an advertisement currently running on TV, a young white male kneels on his front lawn, trimming the grass one blade at a time with a nail clipper. Next door, a slightly older black male sits comfortably on his porch, scanning his automated payroll accounts with an air of confidence and superiority as he looks askance at his foolish neighbor.

In another ad, a large, middle-aged black woman dances and sings her way through the supermarket aisles, waited upon entirely by whites. At one point, she stands still, looking doubtfully at a middle-aged white male who has taken a break from mopping the floors. In the end, she breezes out of the store, her cart filled by white employees overjoyed to serve her.

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