I saw this image and suddenly the racial stereotype in USA media comes up in my mind. Media and advertising play an important role in ours everyday lives. We see so many racial images, films, and TV series that we forget that what we are watching is actually not only meant to be funny or interesting, but also contains racial stereotypes. But these images, ads, and TV series are the reminder to us that there are ethnic stereotypes still exists and they have different meaning and importance in society.
The stereotype that is at work is that black women’s bodies are a source of men’s attraction, because she is very sexualized. The way this image makes black women’s stereotypes is that she is not the focus of attention of the audience, but rather she is framed as the focus of the attention of the man. Who is walking passed her and stop to look at her. Compared to the white woman, who is directly addressing with camera and with her audience as opposed to the black woman who will always stay the sexual object as compare to a white woman’s body. A black woman is not shown the same way as white women is shown in the image. She is framed as a commodifying object for men and for the visual language that is used in the image by media is tell the society that black woman will always stay the sexual object as compare to a white woman’s body. As in the class reading, Mary Kosut, chapter, “Extreme Bodies/Extreme Culture” and Matthew Immergut, Manscaping” “there is a tendency for the body to be seen as an entity which is in the process of becoming,” a “ project” to be worked on.” I really wish that today audience understand how smartly and carefully the media portrayed a racial message of the black women body.
Unruly Bodies 
When this popped up kn the screen in class today I was shocked that this was an actual advertisement… well not really the media doesn’t surprise me anymore. .. but it’s still horribly offensive. The black woman is not just sexualized she’s flashing a man completely putting herself out there while the white woman is covered up modestly, it’s completely racist and definitely reinforces negative stereotypes.
I’m sorry but I don’t see how this ad is racist or plays on racial stereotypes. And even though the black woman isn’t facing forward, to me she IS the focus of the ad. I understand how the ad is promoting its product in a sexual nature and the model just so happens to be black, but I don’t think it was intended as an underlying racial statement. I think if the models were reversed it would still have the same effectiveness in promoting the product so I don’t think it was done because the creators thought the black woman would sell more coats because people think the back female body is sexier than any other one.
I think that this ad is offensive, racist, and it reinforces racial stereotypes. Historically, black women’s bodies have been objectified going back to slavery. Black female slaves were viewed as sexual vessels and they were sexually exploited by white men. Black women during slavery did not have ownership of their bodies. Their slaveholders were allowed total and complete control over their bodies. The black woman in the ad is clearly the sexual object and the white woman in the ad is fully clothed with a confident pose. Your post makes me think about the tv show Scandal and how many of the show’s critics believe that it reinforces stereotypes of black women because the main character, Olivia Pope, is in a sexual and romantic relationship with a married white man who happens to be the president of the United States. Some of the critics believe that the character Olivia Pope is portrayed as a sexual object for a married man. While I don’t necessarily agree with the criticism of Scandal I do however believe that the media does continue to portray black women and black women’s bodies negatively. It is something that people must really begin to pay attention to more and stop.