Tanning Ad For The Holidays.

“And so she comes to consider the surveyor and the surveyed within her as the two constituent yet always distinct elements of her identity as a woman.” (Berger p37)

200 words cannot begin to describe how racist and sexist this advertisement is. The overt racist message being sent here is white pale women should strive to be dark complected like Native Americans. The ad also hyper-sexualizes the Puritans and Native Americans with inaccurate ethnic portrayals even when there is nothing sexual at all about Thanksgiving. The message being sent to women here is you need to be dark and sexy for the holidays even if the weather doesn’t permit. Marketer’s constantly keep women thinking: “is this what I should look like, do I look this good or better?” These unrealistic beauty expectations only mask the true racist undertones that subvert a whole race of people to nothing but a beauty standard of privileged white women. Reducing Native Americans to nothing but a wonderfully complected party host does a huge disservice to this country’s native people. We need to hold these advertisers responsible for their part in perpetuating stereotypes and racism.


Berger, John, From Ways Of Seeing The Feminism And Visual Culture Reader New York: Routledge, 2003. p37.


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