White Empowerment through the New PlayStation

There was a controversial advertisement placed on billboard in the Netherlands that advertised the new PlayStation Portable White. As normal as this advertisement may be in the Netherlands, it was incredibly insulting to others especially in the United States where diversity is normal. This ad not only objectifies the white woman, who is wearing all white from head to toe, matching her complexion and hair color, but is also placed on a black background, making her standout while she aggressively grabs the face of a black woman. This unnecessarily aims to show how the white PlayStation is seemingly better than the black one, however, showing the white woman’s control over the black’s is completely irrelevant to the product being sold. This ad emphasizes Bell Hooks idea that black women have been the subjects of violence in the social media and it is not seen as insulting as if the roles were reversed. I understand that this ad was not put in a place where there is diversity and racial integration, however, I wonder to what extend are people from those place oblivious to insulting discrimination like the one depicted in this ad.

Advertisement http://www.google.com/imgres?q=white+play+station+ad&hl=en&client=safari&sa=X&tbo=d&rls=en&biw=1438&bih=735&tbm=isch&tbnid=5nfGZ6IAcE7zXM:&imgrefurl=http://poplicks.com/2006/07/white-is-coming.html&docid=lRqnIWrP66iyXM&imgurl=http://poplicks.com/images/whiteiscoming.jpg

Bell-Hooks “The Opposational Gaze” https://gsws002.files.wordpress.com/2012/10/hooks-the-oppositional-gaze.pdf

 

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