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I do have a bias admittedly. I have a bias towards seeing black families represented in advertising.
Now THIS I understand wholeheartedly.
Not sure about the brand recall part but to be honest I have noticed this too. A lot of interracial ads and usually it’s a black woman and Caucasian male with a mixed race kid. I have my opinions but I don’t need the hate train coming after me so...yeah. I’ll leave it at that.
That’s kind of a way to address a previous issue. Black man, white woman casting was (and often still is) more common.
I’m a multi racial person in an interracial relationship, and hearing that this type of representation is “annoying” is... well, annoying. I’m glad you were eventually able to continue your thought to include that what’s missing is the black families. And you’re absolutely right. The reality is that we ALL need representation. And it’s great to finally see reflections of my life in ways that aren’t fetishized. All this to say, context is everything. Please be mindful of your words bc they can be hurtful to others even when that isn’t the intent
As a child of one of those annoying relationships, I completely agree. Also note that not that long ago you would never see an interracial couple on TV. I pushed for YEARS to get one in a campaign. I'd use data to show the rise of mixed couples, that products over index with black audiences, that companies doing it first will be seen as progressive. Never once could I convince them. I constantly heard from the client, "I don't have a problem with it, but the brand isn't ready for that."
I'm happy to see any kind of progress but agree that we need more representation in GM work. I just dont think denigrating IR couples is the right way to do it.
I’m almost absolutely positive that hard data would squarely refute your “majority” claim. That is just false. What is likely more real is that you have strong biases toward these scenarios, probably many valid as a POC I’m assuming, and it’s manifesting itself into what’s called a frequency illusion or the Baader-Meinhof Phenomenon where you believe you are seeing or recognizing something you didn’t before more often than is true
Uhh SSP1, you absolutely incorrect. There sadly hasn't been a peer reviewed study but competitive analysis for my brands says OP's point is true.
I don’t think it’s the majority but there are more interracial couples. I think it’s some clients way of testing how their target will respond to non-white people. Though there are a lot of interracial relationships (and maybe it’s becoming more common), most ppl still date/marry within their race so I’d also like to just see non-white people of the same race/ethnicity together.
As a real people casting director, forget what data shows ... look around, interracial couples are all over the place -they’re not unicorns and leprechauns. Back in the day (as I’ve been in media for 20+ years) pitching any story that wasn’t a white couple/ family was sacrilege! Now, brands want any and every color combination and sexual orientation because the “establishment” realizes they are no longer the majority ... except behind the walls at ad agencies.
Reduced budgets!!! Instead of making commercials true to audience, brands push to create a “unicorn” family and use one budget often awarded to the a general market firm to create it. The problem is that the commercial often misses the mark with multi-cultural families especially in this political climate. There is no sense of pride or progression. No connection because of the misrepresentation. So then they hire a multi-cultural agency to infuse social messaging and experiential. The impact is not the same...
Can you elaborate on what you mean by "misrepresentation"?
They feel they can cover two audiences that way. Plain and simple.