This print advertisement is selling a powerful computer processor, and utilizes the objectified black male body to do so. The advertisement depicts a middle-aged white man in office attire with his arms crossed and his gaze focused at the viewer. In contrast, six black men are crouched beside and behind him; they are wearing athletic gear, and hunched over as if they are about to begin a track race. Most importantly, their faces are bent and hidden away from the viewer, as opposed to the straight-forward representation of the white man’s face. Text above the men states, “Multiply computer performance and maximize the power of your employees.”
This advertisement makes use of a common media representation of black males by reducing them to their athletic bodies. “Historically, African American men were depicted primarily as bodies ruled by brute strength,” states Patricia Hill Collins (Hill Collins 152). The depiction of the men in the Intel advertisement dehumanizes and objectifies them; they are faceless and uniform tools for the white man’s character to use in improving his work efficiency. The juxtaposition of the black men and the white man also portrays an unbalanced power dynamic. Reminiscent of slave imagery, the advertisement is “relegating Black men to the work of the body” in a manner “designed to keep them poor and powerless” (Hill Collins 153).
This advertisement is likely targeting upper-middle-class, educated professionals who might make use of processors for company technology. In addition to selling the processor, the advertisement sells power and control by objectifying black male bodies to make them marketable additions to the advertisement.
Patricia Hill Collins. “Booty Call: Sex Violence, and Images of Black Masculinity.” 2004.
Intel Core 2 Duo Processor Advertisement