Colorism in Communications & Advertising

Tre Spencer

ts582119@ohio.edu

Courtesy of ABC News 

Diversity and inclusion have been a driving force within present-day advertising with numerous major companies and advertising firms. However, despite this rise of adversity with inclusion, advertising, in particular, has struggled with colorism in overseas markets. 

Colorism is a form of discrimination that refers to the preference for lighter skin tones compared to darker skin tones. The Paper Bag Test, which employers once used in the Jim Crow era, was also created as a form of employment racism where potential employers would only hire black people if they were the same color or lighter than a light brown paper bag. 

Colorism in communications in specific advertisements is harmful and undermines the diversity and inclusion initiatives set forth by several companies. For example, in Indian markets where most audiences are darker-skinned, multiple products are being marketed from Bollywood stars to endorse lighter skin tones and the skin bleaching industry.  

                        

                                                     Courtesy of The Epitaph 

Fair & Lovely, which sells skincare products in India to a predominantly darker-skinned market, is a strong example of a company in colorism. The brand advertises skin-lightening products to promote lighter skin tones for a darker-skinned market.

Surprisingly, companies have reached historical milestones with their advertising and promoting diversity in America. For example, in the 1940s, the major fountain-drink brand Pepsi was first to market to African-American families. That was unheard of as the Civil Rights Movement was not in effect, and several barriers were still in effect that limited people of color. In another form of representation, Scandinavian furniture manufacturer IKEA, ran an ad that depicted a gay couple in 1994, which was virtually unheard of because sexuality was deemed taboo. In 2012, major retailer Target introduced an ad featuring a child with down-syndrome. A lot of these are examples of proper representation in American advertisements. 

I think it's harmful, and with strategic communications, we should consider how we market companies and products to individuals in terms of respect and diversity. Even with producing stories, as journalists we should develop strategies to include underrepresented voices and underrepresented communities in our content. It's also essential that we build safe spaces in our newsrooms that allow minorities to feel heard and respected and their ideas emerge. 

As journalists, we should also continue to respect other communities that are not represented, such as people with disabilities, people apart of the LGBTQIA community, poverty-stricken people, and under privileged people who have intersectionality of class, race other identities.