Pepperidge Farm Gets Racy. Or is it Racist?

pepperidge_farm_milano.jpg

In a lengthy analysis of a recent Pepperidge Farm print ad for the company's Milano cookie, Beyond Madison Avenue in which such details as "soul mates" versus "soulmates" are examined, the writer points to another take on the ad, from 360Nu.com, which...wait for it...calls the ad racist. Yes. A racist cookie ad.

It seems there may need to be a WTF category added to Adrants to house all these idiocies. However, before immediately tossing this off as yet another case of Chronic Overthink, the 360Nu writer offers interesting commentary on marketing, advertising and packaging as they relate to the reflection, creation, perpetuation or racial stereotypes.

Using two examples, angel food cake with white frosting over black cake and Devil Dogs with black ...stuff over the white, a corollary is made between the white over black as positive and the black over white as negative (devil).

Whether or not you decide to file this away in your own personal WTF category, you should at least read the piece firts. Then you can label the writer a crack pot or an insightful genius.

by Steve Hall    May-15-08   Click to Comment   
Topic: Opinion, Strange, Trends and Culture   

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.



Comments



Comments

And how come regular olives go in a jar but black olives are stuck in a can!?

Posted by: Jaime Schwarz on May 15, 2008 10:58 AM

reminded me of lyrics by MJ and also some by David Arkin wrote in 1954...the song ( black and white)was later a hit in 1971 (3dognight?)...it celebrates the same message that the PF ad mirrors so elegantlywith the merged soul and mate and the magnificant sculpture...love conquers all things... chalk this up to mad av contributing to the love...
thx 4 the post

Posted by: arthur on May 15, 2008 11:31 AM

It's almost becoming comical how people will find 'racism' in adverts...

I say almost, because in reality it worries me.

I recently wrote an article at PS3 Attitude about the perceived racism in Resident Evil 5 when, in fact, there is no such racism in the game or its trailer - http://www.ps3attitude.com/2008/05/racism-in-resident-evil-5-we-think-not.html

The same is true here.

If someone looks at this advert and sees skin colour, creed or race, I would suggest they are the ones with the problem.

I see a cookie. And a visual metaphor/simile for biscuit and chocolate getting on with each other. That's all.

Posted by: DolphGB on May 15, 2008 12:30 PM

I saw that ad a week ago. I'm not sure what the racist aspect of the ad is supposed to be. It's a cookie and chocolate--a blending in the manner of peanut butter and chocolate (Reese's).

What's WTF?

Posted by: LeChuck on May 15, 2008 2:00 PM

The logic, like the art direction on the site, makes no sense whatsoever.

Posted by: rich Siegel on May 15, 2008 2:04 PM

They should change the name of the cookie from "Milano" to "Mulatto"

Posted by: Crazy Bee on May 15, 2008 2:17 PM

Wouldn't an all chocolate cookie be more racist? This looks like an integrated cookie to me... Though, the black chocolate is being oppressed by the white cookies surrounding it. But with Oreos, it's just the opposite! Wait, maybe it's sexist, since they made the girl dancer out of chocolate. At any rate, I'm offended by this cookie ad... for some reason.

Posted by: Jessie Birks on May 15, 2008 3:22 PM

If Rev. Al Sharpton viewed this ad, he would undoubtedly holler, “Where can I get some of those delicious-looking cookies?!” Then he’d eat the entire bag in a single sitting.

This reminds me of the time Bob Garfield took offense over an Oreo cookies campaign that integrated (pun intended) Randy Jackson of American Idol.

It’s just a cookie, folks. Not a cooKKKie.

Posted by: KKKeebler Elf on May 15, 2008 6:44 PM







Featured FREE Resource: