"Powered by Tyson"
In this week's written assignment I discuss the ad agency that created Tyson Foods recent award winning commercials. The Mosaic Award for Multicultural Ad Campaign was presented to Tyson Foods, Inc. in honor of three commercials created by the ad agency, E. Morris Communications, Inc. The theme is the protein in their chicken and the logo "Powered by Tyson". I don't understand the ads and the positive acknowledgement they have received because I found them stereotyping. Isn't associating (fried) chicken to anyone black a racist slant/stereotype? Check out the ads at here at the agency's site. I would not be a "good" judge for these multicultural awards as I seem to be a cynic with such approaches here and naive relating to other ads. Here is the link to the Press Release from Tyson regarding their award and marketing strategy.
posted by Anonymous at 9:45 PM
1 Comments:
Interesting. There is a fine line, which makes ethnic-oriented marketing particularly difficult. (If you define your audience to begin with using an ethnic label, you are necessarily making generalizations). These struck me as unproblematic (and positive precisely because they showed black families as normal but with little notes of ethnic difference).
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