Here’s Sony’s billboard ad (in the Netherlands, at least) for its Playstation® Portable, depicting a Caucasian woman gripping the jaw of a woman of African descent, in an undeniably rude and condescending manner.
According to Business 2.0 (Vol.8, No. 1; Jan./Feb. ‘07, p. 105), Sony initially defended the ad, saying it was meant to “highlight the whiteness of the new model,” though they later apologized (and, I hope, pulled the ad).
Let’s not waste our time analyzing the blatant racist undertone of the ad, but suffice it to say that I hereby resolve not to purchase a Sony product, until, and unless, I am convinced of a reversal of this unfortunate, unfortunate corporate mindset. I really do not see myself buying a Sony product—PlayStation, Walkman, TV, DVD player, camera, headphones, computer, et cetera—anytime soon…
*
(Incidentally, I have a similar standing resolution for Tommy Hilfiger, who might have hinted that his designer jeans were never intended to be worn by black folks.)
Tayo Awofesobi 2:10 pm on February 25, 2007 Permalink
Wow! i am flabbergasted, this is bollox! you would think that as civilization is approaching it’s peak society would have no time for disparity of race, but saddly its not so. This image almost exacerbated me feeling towards caucassians. However i would like to be irenic by plaving “the devils Advocate”, by saying i hope Sony was missrepresented by a pannel of incongruous individuals. Please excuse me as i pick my jaw off the Floor. Charles thanks for the heads up O! Na Wa
Idiare 6:50 am on February 26, 2007 Permalink
Interesting ad there…..may i give them the benefit of doubt by considering the fact that Sony is a japanese company and not owned by caucasians?
But maybe the copywriter and visulaizer in their advertising agency are caucasian…..the fact still remains that it rubs us off iin the wrong way. My experience tells me that a client must still sign off o whateva creative shenanigans an ad agency comes up with so the ball rolls back to Sony’s court!
I believe the Japanense should know better….abi?
ibenaija 7:46 am on February 26, 2007 Permalink
In spite of its Japanese origins, Sony, today, is a truly global, multinational firm—and, as such, bears the responsibility of (at the minimum) espousing values that engender cultural sensitivity.
Whether Sony failed to espouse such values, or its people (wherever they are) failed to live up to those values… the effect is the same.
A company’s values ought to drive the behavior of its people… This here is hardly a case of a few bad apples. The ad reflects the concerted effort of an entire functional and geographic area… And, what’s worse, Sony actually defended the campaign, initially.
It’s bad enough that people of African descent are engaged in an ongoing struggle to establish themselves in today’s world, but to be assaulted by this sort of imagery (in the 21st century) is plain unpalatable!
Raymond T. Hightower 1:48 pm on February 26, 2007 Permalink
Charles- I remember hearing about this in the middle of last year. If I recall correctly, Sony apologized and they pulled the ad. Are you saying that they brought it back in Jan 2007? If so, I thoroughly applaud your decsion to vote with your wallet.
PS3 Cabinet » Why I Will Not Buy the Sony PlayStation Portable 5:26 pm on February 28, 2007 Permalink
[...] I will not waste my time (and yours) analyzing the blatant racist undertone of the ad campaign; suffice it to say that I do hereby resolve to never buy a Sony product, if I can help it. That means, no Sony PlayStation, Walkman, TV, … i be naija – http://ibenaija.wordpress.com By ibenaija [...]
Gwam 6:16 am on April 8, 2007 Permalink
Its sad that to promote a new product, a mighty big company like sony couldnt come up with anything better….alot of execs must have seen the ad and still given the ad the thumbs up. I dont think I ll be far off the road if I said sony execs (Netherlands) are a bunch of white supremacists. tut tut …..real sad.
Tayo …is that same ol’ Ice ‘T’…..if it is …damn its been ages.
joe 2:47 am on April 12, 2007 Permalink
so why not just buy the black psp?
ibenaija & bA 4:37 am on June 23, 2007 Permalink
Joe-
While understandably facetious, your question reveals a lack of understanding of the major point of the entry.
Enus 5:29 am on October 23, 2008 Permalink
Fucking hilarious… Very subtle Sony, well done!