Vodacom Accused of Racist Advertising

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Skeptik

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Vodacom / J Shepherd / 7911
Ruling of the : ASA Directorate
In the matter between:
John Shepherd Complainant(s)/Appellant(s)
Vodacom Service Procider Company (Pty) Ltd Respondent

06 Dec 2006

Mr Shepherd lodged a consumer complaint against a Vodacom television commercial promoting a “Talking points offer”. The commercial was aired on all SABC channels.

The commercial features a middle-aged white man, George, explaining to a younger black colleague that he got a phone with his “talking points” that plays “M3P’s”. The black man corrects the George and informs him that it is MP3 and not M3P. Later, George is seen singing along to “Britney Houston”.

COMPLAINT
The complainant submitted that the commercial is offensive as it discriminates against the white character and depicts him as a stupid and clumsy individual who is technically incompetent and devoid of any gumption.
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http://www.asasa.org.za/ResultDetail.aspx?Ruling=3479
 
hmmm, thats a weird complaint,I wouldn't go and complain about that add though.

But it could be seen in that light ... that i cannot deny
 
I can think of a few more that are borderline at best. Even the amusing ads like the 'With Eisch" one has quite racial overtones. I mean, who IRL would behave like that farmer?
 
In typical Skeptik fashion he only posted the bit that is sensationalist, 'forgetting' to add the verdict:

The complaint is accordingly dismissed.
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I'm glad someone brought it up. It's a trend I've noticed recently. The white person (usually a guy) has the mickey taken in a mildly racial fashion. Here are a few. Maybe someone can add more.
"Met ys/eisch"
"Lottery winner cheeks her boss"
"Blue teeth"
...
...
 
Stupid complaint. The real complaint about vodacom ads should be that they are so crap they are a danger to human intelligence.
 
What a stupid and clumsy complaint.
 
Skeptik said:
I'm glad someone brought it up. It's a trend I've noticed recently. The white person (usually a guy) has the mickey taken in a mildly racial fashion. Here are a few. Maybe someone can add more.
"Met ys/eisch"
"Lottery winner cheeks her boss"
"Blue teeth"
...
...
Click to expand...

Remember, if you're gonna make fun of someone, you better make damn sure they're the same colour as you :rolleyes:
 
Skeptik said:
I'm glad someone brought it up. It's a trend I've noticed recently. The white person (usually a guy) has the mickey taken in a mildly racial fashion. Here are a few. Maybe someone can add more.
"Met ys/eisch"
"Lottery winner cheeks her boss"
"Blue teeth"
...
...
Click to expand...
Didn't view those as racist...anyway isn't it time whities had the mickey taken outta them for a change? :)
 
Angelo said:
Didn't view those as racist...anyway isn't it time whities had the mickey taken outta them for a change? :)
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Just so long as everyone remembers what's good for the goose is good for the gander. :)
 
Angelo said:
Didn't view those as racist...anyway isn't it time whities had the mickey taken outta them for a change? :)
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Yes, this is the very impression I'm getting and it's pretty indiscrete. Just because you and many others don't view them as racist doesn't mean they aren't. A few wouldn't be accepted in Europe, for example. They would be seen as knocking a minority - which white people (not whitey plz - that's derogatory) are.
There are also several that have a go at Indians.
 
Angelo said:
Didn't view those as racist...anyway isn't it time whities had the mickey taken outta them for a change? :)
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"Whites" take the mickey out of each other all the time. IE:

Irish
Amish
German people
Katakstanians
Conservatives

The list is pretty long.
 
While I don't view this series of adverts as being racist, I do think that these adverts send the wrong message to potential Vodacom customers - specifically that they're seen as being somewhat doff, which is a highly insulting message to send to potential & existing Vodacom customers...
 
They can replace the black guy with a white guy, and the message would be exactly the same [without it being racist]...my dad is actually exactly like that older guy when it comes to cellphones/new-tech .

I think the only thing the ad can be guilty of is discriminating against age [or the technologically-disadvantaged] ... It's somewhat "common knowledge" that the older generation [as depicted in the ad?] is not up to date with bluetooth/mp3s and all the stuff the younger people use these days. I bet you can do the same kind of ad with an Ipod.

But of course, if it was young white man, and an old black guy...trust me there would be a much bigger public outcry.
 
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This is my favourite Vodacom advert, although its still carp.

At least it doesn't have the M****t in it.
 
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diabolus said:
But of course, if it was young white man, and an old black guy...trust me there would be a much bigger public outcry.
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And that's the issue. If the race truly was "incidental" then the races could easily be swopped around with no issue. Didn't even think of the ads as racist when I saw them though, don't think its such an issue, but as bwana said it should be able to go both ways.
 
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