The Media And Its Effects On The World

1435 Words6 Pages
On Tuesday, April 11th, 2017, Pepsi released one of the most controversial video advertisements the world has seen in recent years; it was watched nearly 1.6 billion times in 48 hours (Watercutter). The ad depicted supermodel and reality television star Kendall Jenner wiping off her makeup mid-photoshoot and joining a crowd of protesters, most of whom were minorities. Once in the crowd, she made her way to the front and handed one of the police officers circled around the protestors a can of Pepsi. Suddenly, the officer smiled and the audience broke out in cheer and support of Jenner’s apparently heroic and uniting move. Within 24 hours of being released, Pepsi removed the ad. The Internet blew up the moment it saw it, stating that the…show more content…
People of color and different backgrounds are consistently shown throughout the video, and they are even focused in on. The company obviously attempts to be inclusive and diverse. However, Pepsi’s decision to cast Kendall Jenner overshadows this effort. The fact that they cast a white actress to represent a movement so closely associated with people of color is tasteless in and of itself. On top of that, the fact that the Kardashian-Jenner clan is notorious for appropriating minority cultures. Thus, the decision to cast not only a white person, but Kendall Jenner, made the ad appear especially insensitive. Companies using a celebrity as their lead figure in advertising is nothing new. The primary goal of big corporations like Pepsi is to bring in as much revenue as possible, thus using a well-known figure in their campaign is a no-brainer. Even someone virtually unfamiliar with media practices would know that celebrities attract attention, and attention makes money. However, there were countless more appropriate candidates for this role. Pepsi could have chosen from an entire slew of inspirational black female celebrities who have completely revolutionized the industry for women – Beyoncé, Rihanna, and Nicki Minaj, just to name a few. Or, even better, the ad could have featured a non-celebrity. It could have featured Ieshia Evans, a black woman from Baton Rouge, Louisiana. A photo of Evans
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