Although the two young African Americans in a dark setting romanticizing about the great chicken nuggets is extremely wrong for a number of reasons, one aspect is it tries to appeal to the assumed average African American. In this advertisement, there are many visual characteristics that are directed towards racial profiling of the black population. First, there is the obvious attractive black man and woman each embracing the stereotypical outfits with the baggy jeans, undershirt with a button down, clingy dress and both are decked out in their “bling.” The beginning of the commercial shows the man standing outside in the rain at night with a hat on pulled down over his eyes. Just as he says the word “creepin,” he is actually embracing the idea of a creeper. The surroundings of the building and street only add to the supposed area of their consumers. They imply that the area is not the best part of town, possibly the ghetto. When the location changes to a bedroom, it has very similar qualities of a hotel room. This could even attribute to the idea of a one night stand. It may have been the R&B soul singing of the man that gave off that impression. The sensual vibe from his voice and the sexual lyrics fuel the supposed idea of R&B as being a black genre of music historically and in the present.
After viewing the commercial for yourself, you probably picked up on these same auditory and visual characteristics in the advertisement. What do you think McDonalds advertising campaign was trying to do with this commercial? Are they trying to captivate an economic class by appealing to the stereotypical aspects of the African American race? In our economically difficult time, McDonalds could have been trying to boost their sales. It has been researched and shown that African Americans are the number one consumers of the McDonalds food. Or, is it racial profiling to adjust a commercial to appeal to a certain race? In our politically correct world, is this form of advertisement acceptable or racist?
There are the occasions I do enjoy a McDonalds run, but I do not consider the restaurant some place I would go dressed up with my significant other for dinner. It is usually to grab something quick and cheap. I would not want to be associated with what it entails to be part of the McDonalds crowd, and I can’t think of a lot of people that do. Would this be considered a white privilege to not be associated with the presumed and advertised McDonalds fast food goers? I feel that not being targeted as a consumer is a way of discarding that race as a possible option. What do you think when you see commercials advertising to a specific race? And is it even a possibility to incorporate everyone without racial profiling?