ABC MOUNTAIN DEW MOUTH SERIES

Media often projected Asians as nerdy students, good with martial arts, who believed in Buddhism. Being an Asian kid meant that I was an A student. These comments often make fun of the minorities, and they only prove more that racism is still alive in our society.Īs being a minority myself, I also have endured some racial stereotypes throughout my life in America. However, especially in the internet, there are still numerous horrifying comments. As a result, the company pulled down the commercials. Good news is that people are aware of these racial stereotypes and they are taking an action rather than sitting down in the chair to change it. Another comment from Huffington Post said “The fact that this got approved by various people in the film/advertising/beverage Executive departments, only shows how Racism is very much alive & well in the good ole’ USA” (YeahAnd, Huffington Post). However, despite PepsiCo’s apology, Watkins, a finance professor at Syracuse University argued “This ad has to be one of the most irresponsible pieces of trash in the history of corporate advertising” (ABC News). Furthermore, the producer, Tyler the Creator argued “it was simply an, again, admittedly absurd story that was never meant to be taken seriously” (Huff Post). After, they removed it from all Mountain Dew channels.

They understood how the ad can be offensive, and they apologized for the video. For example, according to Maarit Rehavi, racial stereotypes were practiced even in the court, and she argues “on average black men received almost 10% longer sentences than comparable whites arrested for the same crimes” (Rehavi), which can explain people’s misconception and different views on “race” rather than “crime” itself.īecause the ad was being harshly criticized by people, PepsiCo decided to pull ad out from its sites. Not surprisingly, the racial stereotypes on black men are very practical in our society. Naturalization of racial stereotypes can form misleading belief in us and they have chance to create larger problems in our daily lives. Also, because the commercial creates humor throughout the entire commercial and racial stereotypes are presented in an enjoyable way, “audiences are able to naturalize specific knowledge about racial minorities without resistance” (Park, pg. By creating such an image, people will render their stereotypical image and find them natural. The suspect lineup scene is very problematic because it is creating the stereotypical image of black people being criminals. Like what Park suggests, “Racial stereotypes in comedy are problematic precisely because they help validate racial differences through humor, thus rendering them natural and unchallengeable” (Park, pg.173), the ad encouraged people to have misconception about black people. The waitress was beaten up, and since she was searching for the criminal, it meant that only black men were accused of potential violators.ĭespite the fact that the genre of the ad was comedy and it was supposed to create some senses of humor, it caused serious problems among people. This commercial was harshly criticized to the fact that it was being stereotypical by forming the suspect lineup with solely black men. Then, the waitress shouts “I can’t do this, no no no!” and runs away. The main character Felicia is included in the lineup and constantly threats a waitress to shut her mouth. The waitress is urged to identify a suspect out of a lineup of black men. The third episode, which became an issue, starts in the police station. After drinking it, goat falls in love with mountain dew and attacks the waitress shouting “Give me more of that!” In the next episode, goat gets caught by a police officer in the middle of the highway, and tries to run away. A white waitress serves the goat a bottle of Mountain Dew.

ABC MOUNTAIN DEW MOUTH SERIES

This series of ad starts at a restaurant with a couple discussing about a goat. Composed of three parts, a series of ad tells a story about a Goat that loves to drink Mountain Dew. The Mountain Dew commercial, created by Tyler the Creator, features Felicia the Goat as a main character of the commercial. By employing critical race analysis, I argue that this commercial reinforces racial stereotypes against black men and instills a misunderstanding of black people. After its release on the internet, an ad quickly grabbed people’s attention by being “arguably the most racist commercial in history” (Kim).

On April 2013, PepsiCo has released an ad for their brand, Mountain Dew.

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