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Stereotypes Of Colorism In Advertising

Decent Essays
Do you ever think about how many women of color you see on the cover of Vogue Magazine? How many happy families of color in commercials? Your answer may be “Not really.” This is because in American society, there is a standard that everyone has to meet in order to be successful, happy and even beautiful. Society contributes heavily to the oppression of young adolescents of color. According to Oxford Dictionaries.com, Colorism is defined as: a form of prejudice or discrimination in which people are treated differently based on the social meanings to skin color. This is probably the reason why you don’t see many people of color being portrayed as “successful” in commercials. The majority of Americans see beauty as, fair skin, long and straight…show more content…
Education during slavery was forbidden, because slave masters feared that the slaves would become smart enough and they would have another Nat Turner Slave Rebellion throughout the country, specifically the south. The lighter skinned slaves were taught how to read and write while the darker skinned slaves were out in the fields,getting no form of education. Not only did this concept make the darker slaves feel even more lesser of themselves, but it also started a self-fulfilling prophecy that is still very present today. In 1712, the infamous William Lynch delivered a speech on the banks of the James River in the colony of Virginia, named, “The Making Of A Slave.” Throughout this letter, Lynch conveys that he has a plan that will control the slaves and it will last for up to 300 years.He discusses, separating the slaves by intelligence, age, sex, size of plantations, status on plantation, fine hair and coarse hair, or if tall or short. By making these differences present, William Lynch quickly created an imperfect social class amongst the black slaves and black community. In today’s society, excerpts from the infamous, William Lynch’s “The Making Of A Slave” speech are still very prominent in today’s society. According to, Erin Winkler, the author of, “Children Are Not Colorblind: How Young Children Learn Race”, “psychological researchers suggests that children, in fact do recognize race from a very young age, but also develop racial biases by ages three to five that don’t necessarily resemble the racial attitudes of adults in their lives.” This just proves that even if some children of color aren’t necessarily taught that light skin may be better or dark skin is ugly, they notice the difference between the two shades at a young age and what adults say to or around their children, do have an affect on the way their children think. In the black community, many but not all,
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