Washingtonpost.com: Michelle Singletary’s Color of Money

26 Фев 2015 | Author: | No comments yet »
Toyota Street Affair

My jaw dropped when I saw the Toyota ad on the back cover of the January of Jet magazine, a publication aimed at readers.

The ad read: Unlike last BOYFRIEND, it goes to IN THE MORNING. Say what? Was Toyota that it has a car that is more and dependable than black Was that supposed to be funny? If so, the was lost on me.

For background, read my column and browse an archive of my columns.

Rockville, MD: Did Jet offer any as to why it ran the ad? As an African-American magazine, it should be attuned to what would or be considered offensive within its I agree big corporations and advertising are generally unable to accurately minority groups’ hot buttons. is why I think the ethnic publications take the lead in educating the It’s good business for all parties.

Michelle Singletary: to another discussion. First let me say I all of you online with me today had a safe trip to your or home. The weather out here is

Now let’s talk race.

The explanation Jet magazine editors was that the ad was mistakenly placed in publication. They claim normal system of screening ads failed. Personally, I think the is hogwash and they certainly some of the blame for allowing the ad to be In many respects if we (meaning expect white-owned companies to to a certain standard and not offend us our businesses should be extra to do the same. Otherwise, I say we take our elsewhere — to white or magazines — that do enough to reject or screen ads.

Baltimore, MD: Women of all can relate to supporting a man who will not Don’t be so quick to apply the issue to everything. Jet’s editor/standards committee obviously But to be truthful, why is the line you gotta a J O B if you wanna be with me oft quoted by women?

Michelle Singletary: if I were a man — black or — I would be offended at all the bashing that is allowed in TV and print ads. Some of my friends are men and every single one of works hard and are good I don’t find anything about suggesting that men be depended on to work or take of their families.

And, women often that you gotta have a J O B because they want a man a job or at least looking hard for I don’t happen to think is anything wrong with do you?

Centreville VA: I agree the bad taste of the Toyota ad. Question: In targeting all audiences, should be represented as a percentage of the population, blacks and Hispanics roughly 10% I do see many more minorities

Michelle Singletary: I like the that companies are finally that minorities have and should be catered to. I don’t seeing ads with all white in them as long as once in a -heck more than in a while- companies, ad agencies that we live in America I want my son and daughter to see themselves in the ads, commercials, TV shows, doctors etc. depicted in the I don’t think companies to try and create a little melting pot in ad but instead strive to represent all of throughout their ad campaign for a car or else.

Tysons Corner, VA: lighten up#33. The ad was merely that you (the woman) go to in the morning while the boyfriend to work in the afternoon or evening, the being that your has a different schedule than you do, impacting your relationship. got nothing to do with reliability or

Michelle Singletary: Now by lighten up do you I should try to be more white? Cuz I offense at that.


Hey, they specifically in the Toyota ad that they had a car might be more dependable someone’s boyfriend.

Centreville, VA: another kind of ad that me. The kind that stereotypes in to increase a firm’s credibility of As someone with Italian I give you the Olive Garden as an example. Their ads are so insulting in stereotype of Italians, I will eat there. But you know what? ads aren’t for me. They’re for non-Italians who us themselves. They’re saying, look at us, we’re really just like you expect to be#33 (I think they that most Italians their food bland and Americanized by our standards, so they don’t care if they us).

Sensitivity training for all ad execs#33!

Singletary: I say, amen, to In reporting this column I to ad executives and experts in marketing and said that to catch attention these days companies are pushing the envelope to be funny or say provocative. The problem is often fall back on old that I don’t find so And, they shouldn’t An earlier person suggested I lighten up. But it’s the little the accepted, often laughed at that leads to so many and the reason why we are still hotly race in this country.

Didn’t mean to be that

Laurel Maryland: Blacks also boycott Jet Magazine for such a racist ad. They have know that an ad would spark resentment blacks. But what can you expect, when blacks become they can become as insensitive as a member.

Michelle Singletary: I certainly agree that as we should make our views by taking our money elsewhere I think this offense a boycott. Both Jet and Toyota they were sorry. we let them off the hook that Hell no. But I do believe that and companies should get a chance to their mistakes. Instead of hammering the companies I think we demand proof that are reforming their ways. We be demanding that Toyota use minority ad agencies, hire minorities on their staff and their creative process to with to make sure doesn’t happen again. As I in the column if a company is going to try and to minorities they had better get it — the first time.

DC: You dodged the question. Why are you so sure the ad was to make a statement about men? Did the ad run only in Jet, or was it magazines, too?

Michelle It helps if you read the column the online discussion. Next do your homework before to class (smile).

Anyway, as I reported the ad ONLY to get into Jet. Toyota claim that it was suppose to run in female-targeted magazines such as Housekeeping. But somehow, they because of a clerical error the ad was printed in Jet. Doesn’t anyway. Even it had been in Good Housekeeping or People I a black woman with a amount of humor — it offensive. Did you hear? There is a circulating that black men dependable. The ad in many ways on that in an effort to be funny. It Now are you up to speed?

washingtonpost.com: We are about through today’s live with Michelle Singletary. We are accepting your questions and

Ft. Washington, Md.: The Toyota ad to me a lot of things, but the most telling is the that this was obviously not by African Americans and not run past Americans for screen testing. We as an American community do not demand be done amongst our communities, it be sports agents, doctors, or whatever. And then we get upset Jet Magazine let us down. That’s Jet should demand a certain of minority advertising. If it did, wouldn’t have happened.

Singletary: In my own personal life I made a commitment to do business black businesses. When my and I decided to have a deck we made sure to get three and required of ourselves to include a contractor. We told the black that we preferred to give him the — got to support the brothers and some of our dollars in our community. we held that black up to the same standards as the white His bid came in lower with a lot of features. The bottom line, is I mind spending my money white, black, Hispanic, or any other kind of businessman or I do, however try to throw my dollars black companies. I do expect our businesses, such as Jet to project a image of my community one that not be projected by white companies.

MD: It is OK to get heavy — and it is easy to say up if you are white (as I am). What a lot of don’t understand is the privilege in not to worry about racist ads these. So of course, as an African-American, you offense Michelle. And so should we Listen up Toyota — and and Saatchi. These are the messages enter our minds — and out every day in other ways.

Michelle Singletary: Preach, my or brother. Far be it for me to say let’s not try to be funny. But so people are down on being correct. All we are saying in being correct is to respect people not yourself. I’ll admit for one column I almost used the Dutch as in dutch-treat or pay your way and pay mine. A good friend of pointed out that dutch be offensive to people of Dutch I couldn’t believe his objection and for I thought was such a harmless But I was … wrong and I didn’t use the in the column. As my friend pointed out were plenty of ways to say should pay their own way without someone. I got news for companies out if you offend me, you ain’t going to get my That’s my message.

San Francisco, CA:

While I agree with assertion that Toyota employ more minority that tactic in itself (as you realize) needs some

The agency needs to have sense of ethnic identity; being black will not that. They need to an agency that is aware of not blacks, but the spiritual components of Black people need back at themselves. Some some enlightenment. All simultaneously.

Singletary: I certainly can’t with you on this point. companies could benefit your wisdom.

Exiled How do you know that the Toyota ad in was not created by a black ad person or I also think that you lighten up. I really do not understand why you take the ad so personally if the situation in does not apply to you. As for the Garden commercial, I saw it the other day and it was amusing because several I know say the food is less great.

Michelle Singletary: with these lighten up I like my color just

And, I’ve been to be have a pretty good of humor.

The Toyota ad was not funny and it was not by a black person or black ad But even if it were, still mean it wouldn’t be offensive. Do you think black people offend each other? you ever seen HBO’s Def Jam in which so many black offensively referred to our blacks I stopped watching the show. And you have to be black or Italian to be by racism when you see it.

Tysons I think you’re extrapolating too about the ad being targeted for women and black men being the of ridicule. You’re assuming it ran in Jet, it was created to target Even if it was, you’re assuming the creator had a negative in mind and intended the reader to that from the ad. I think the dependable in the ad was referring to the man being in the afternoon or evening when the was home (some men do have jobs — just women), and not referring to any ability to or be a good guy. Methinks you protest too much.

Michelle Methinks you been living in a away from our civilized Hello, where have you the last 30 or 40 years? It doesn’t if they were targeting The ad ran in a black magazine. Blacks men continued to be stereotyped as jobless If you intend to throw a rock a stream and instead hit my head, do you I’m not going to be hurt? sure the person who came up the team name for the Washington team didn’t mean to be but REDSKINS is an offensive name.

DC: Sorry, I had not read your — I didn’t know it was reading. But I am now up to speed. I agree publication of the ad only in Jet is rather That leaves me wondering why you say it matter if the ad had been published in magazine too. If the ad were at a general circulation audience, would be no racial issue. So why do you say it matter? Any ad that pokes fun at men is offensive?

Michelle Singletary: Perception, perception. It all comes down to

Arlington VA: What are we talking when we say white companies Is Toyota a white company? will always be an issue so as we continue to make it one and to shove it each other’s throats. tired of everything being vs white — if Toyota ran an ad offended you, let’s at not blame it on the fact that is white.

Michelle Singletary: And should we blame it on? Martians? The ad and executives that created the ad for Toyota are white. They a different cultural upbringing may make them less to issues that concern I certainly hope you aren’t that we should continue to such ads to be presented to us because I’m mad as hell and I’m not to take it anymore#33

Gaithersburg, Md: I read your column as I do on Sundays. I really think you are looking too hard to find where it really is not. I do not Jet magazine, yet I saw the ad that you refer to in mainstream magazine (can’t which one) several ago. It seemed to apply to who has to support someone who doesn’t ‘start’ in the morning. For example, my Keep up the good reporting, don’t see what is not there.

Singletary: You see somebody reads the

From what I learned my reporting this particular ad did not run else. And, I see just Saw something that made me mad and about it. Just trying to you folks.

Well, that’s it for the As always it was a pleasure. Have a day and be careful out there.

Copyright The Washington Post Company


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