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Advertisement is all around use, whether it is from billboards, magazines, radios and etc. Advertisers are always trying to persuade us to buy their product. They use whatever means necessary such as racism, in order to persuade the consumers to buy their products. According to a study done by Harvard University's Graduate School of Business Administration an average American is exposed to 500 ads a day in which only twelve of the advertisements have a reaction towards people, nine of them being positive and the other three have a negative reactions (Fowles).

The first advertisement is a Dove commercial. The commercial advertisement which promotes their soap product named 'Dove Visible Care Body'. The advertisement is intended to illustrate the benefits of using the product, by making women skin visibly more beautiful in just one week. The three women used in the commercial are intended to demonstrate the benefits of the before and after of the use of the product. There is a skin chart that says before showing cracked, dry skin and the other skin chart says after showing smooth and healthy looking skin.

The advertisement is racist because of the way the women are placed. On the left side there is an African American women which is darker than the other two. The middle women seems as she is a mulatto, therefore she is lighter than the African American women. In addition at the right end of the advertisement is a "white" women, at first it might not seem racist but just the words behind the two women makes it racist. The word 'before' is behind the African American women while the words 'after' are behind the "white woman." Although it shows how the product makes a woman skin more flawless and softer, the way the words are pl...

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...because it paints a threatening and dangerous image of all the the individuals who live within Asia and the Middle East. This advertisement makes the assumption that all the individuals who live within this areas are out to create a war and disturbances for the rest of the world. With the portrayal of the Middle Eastern guy carrying a briefcase as a nuclear detonator the North Korean society ready for war at any moment, it only demonstrates the lack of respect for the personal narratives of the individuals who are portrayed in this regions.

Racism in advertisements is a problem that goes unnoticed. Nevertheless, it must be dealt with. The only winners in these types of advertisements are the advertisers themselves, who are the ones making the money when consumers buy their product. There needs to be a public awakening, for racism should not be used to sell products.