The Portrayal Of Black Women

2485 Words10 Pages
Introduction Slavery began in America when the first African slaves were brought to the North American colony of Jamestown, Virginia in 1619 to help with the production of profitable crops such as tobacco. In the United States, colorism began when slavery owners preferred slaves with light skin to work indoors and dark skinned women were sent to work outdoors in more grueling situations. Slave owners also engaged in sexual intercourse with light skinned women. Slave owners didn’t recognize their child as blood but they weren’t put to work outside along with the dark skinned slaves. Colorism is the principle that those with light, fair skin are treated with higher respect than those with darker skin. It is discrimination based on skin color in which people are treated differently based on the social meanings attached to their skin tone. Today, colorism occurs in many ways however, media outlets are constantly known to use Photoshop to lighten dark skinned people in order to make them look appealing to societies standards. The portrayal of Black Women is underrepresented and stereotyped in advertising in multiple magazines. The role of gender in advertising has been an issue in society since the start of modern media and advertising methods. Modern media uses methods that concentrate on sex and the stereotypical images and ideas of the parts men and women play as consumers. These methods construct a female social problem that began in the 1960s with the portrayal of
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