Racist White PSP Ad [Update 3]
July 4th, 2006 by Matt Stone in News
The new white PSP is coming to Europe soon, and Sony’s marketing department has put together an ad that will certainly be “controversial” (read: racist). The billboard shows a white woman, white hair and white clothes “abusing” a black individual. I bet she’s thinking “white PSP power”. Clearly this doesn’t appeal to anyone else than Starbucks Moccachino-drinking buzzword-throwing Manhattan marketers. I feel like getting rid of my (black) PSP in protest.
You can find the ad (and other images) on the Dutch PSP site. [Thanks, Joseph]
[Update 1] Sony has responded to the criticism while speaking to gameindsutry.biz, defending the ad campaign:
“A variety of different treatments have been created as a campaign to either highlight the whiteness of the new model or contrast the black and the white models.
“All of the 100 or so images created for the campaign have been designed to show this contrast in colours of the PSPs , and have no other message or purpose.”
Sony is saying there are no racial intentions, but there’s a reason many people have expressed discomfort over this. Sony also said that they have no plans of running the ad in the UK. Perhaps because the black poplulation is far greater in the UK than in Holland?
[UPDATE 2] Sony has now removed the controversial ads from their Dutch PSP site. I think that’s the last we’ll see of it.
[UPDATE 3] We have a follow-up story here.
[UPDATE 3] I’m closing the comments, things are getting a bit out of hand. You can read the follow-up story if you’re interested. Thanks to all that participated.
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July 4th, 2006 at 5:32 pm
Like that’s gonna make people buy sony’s useles product. I hope the black community protests about this, clearly offensive ad.
July 4th, 2006 at 5:47 pm
I hope the whole community protests against that ad.
I didn’t expect such an fucking racist ad from sony.
July 4th, 2006 at 8:02 pm
I’m outraged by this.
July 4th, 2006 at 10:50 pm
i want to love this. but it does make me deeply uncomfortable …
July 4th, 2006 at 10:56 pm
and how is this racist…
July 4th, 2006 at 10:58 pm
if you wait one second, you can see other versions of the ad, the black girl is sitting on top of the whie girl grabbing her shirt and a third where they are standing in a sort of fighting position.
It’s still a no go ad campaign eventhough they try and even it out with the other two pics.
July 4th, 2006 at 11:08 pm
oh god, if the white chick got abused by the black no one would make an issue. stop being so easily *shocked*. it’s just a silly ad.
i like it. it’s funny. the white psp is superior anywayz
(although i have black :/)
thank god europeans are at least less narrow-minded and aren’t afraid to shock a little.
isn’t locoroco racist too?
go fight the real racists in the world.
July 4th, 2006 at 11:21 pm
I dunno, I think their agency was just trying to be clever and weird. You have Crispin + Porter making it impossible for companies to stand out now, so you have to do something wild. I wouldn’t go as far as racism though - that’s bad copy writing at best. Here’s my less sexy but more accurate edit:
“Albino is coming”
July 4th, 2006 at 11:52 pm
OMG ITS TEH RACISM COZ OF THE BLACK MAN!!!111one
July 4th, 2006 at 11:57 pm
Wow, Steven Stone sounds like a tit.
I thought the white PSP was out here? I almost bought a white PSP in Gamestation, before researching into firmwares and that. Unless they mean the rest of Europe.
Not a fan of racism myself.
July 5th, 2006 at 12:52 am
“Like that’s gonna make people buy sony’s useles product. I hope the black community protests about this, clearly offensive ad.”
RIGHT ON BROTHER. IF ANYONE EVEN MENTIONS ‘BLACK’ LETS ALL CALL RACIST RACIST RACIST OFFENSIVE OFFENSIVE OFFENSIVE
Ask a black person what he/she thinks.
July 5th, 2006 at 12:59 am
johnny: I’m black and I find it offensive. Sony should know better. It’s not that I’m gonna have sleepless nights about this, but it is offesive. Now I’m definitely not getting a PSP.
I agree with Matt Stone (the author), only “Starbucks Moccachino-drinking buzzword-throwing Manhattan marketers” can see the “fun” in this.
July 5th, 2006 at 1:05 am
Get a fucking life people, OMG OMG OMG BLACK PEOPLE GETTING ABUSED! What’s more racist, an innocent ‘hip’ ad or the people that find it offensive?
I mean, I’m gay myself and I don’t go bitching about everytime someone gets called fag over XBL, so get a life and get over this!
July 5th, 2006 at 1:08 am
Wow, what a dumb ad. I guess the Sony execs thought, “Hey, people weren’t pissed enough with our graffiti ad campaign for the PSP, so let’s do them one better!”
Idiots.
July 5th, 2006 at 1:18 am
I find it disgusting that people are knee-jerk reacting to an ad that isn’t even close to being racist.
The ad has no overt tone or message. The message you take from it is the message you put in it from your own perceptions. Knee-jerkers see racism. I see avant garde. You see a white person abusing a black person. I see the perception of “white” being elevated to the social status of “black” in the world of electronic finishes.
My ultimate point is that the knee-jerkers need to step back and analyze themselves to understand why it is they see this ad as racist. Personally, I think it’s because you’re all closet racists. You’re as sick and twisted as lonely rednecks who proclaim, “I AINT GAY” and silver spoon democrats who scream, “I HATE BIG MONEY”. Y’all need to take a hard look at yourselves right now.
July 5th, 2006 at 1:31 am
Knowing the people at sony they probably did know that pictures like these could start a contraversy, allthough I can’t really see what the big deal is.
Like Kami said, theres more pictures than the “racist”one your showing (and I think just showing everybody this one is pretty narrow minded, show people everything before they can judge).
As long as they don’t put this sign up in my street (I think it’s a pretty stupid picture) I don’t see what the big deal is.
July 5th, 2006 at 1:43 am
for some reason I’m reminded of Madonna in the early 90s, or at least it reminds of that style. This is pretty much like those suicide encouraging PSP ads in england, so it’s sony trying to push the limits of their audience.
but I think advertising “Hey! Your finger print smudges will show less on this model” is better then this ad.
July 5th, 2006 at 2:10 am
The cops will arrive, plant the incriminating evidence on a the black suspect (usually a gun and a kilo of coke?), beat the suspect for resisting arrest and then haul black ass to jail. AMERICA. FUCK YEAH.
July 5th, 2006 at 3:34 am
black = racist?? why people are so stupid and let the people live their life… Stop complaning about racism, it just disapear!! black peolpe live your life.. white people live your life!! stop thinking the other ones are talking about you!! we dont care about black or white.. we just ARE!!
July 5th, 2006 at 3:52 am
Yah this is a racist ad. What was sony thinking… they should have used an Asian guy and painted his skin black so it’s more multicultural
July 5th, 2006 at 5:01 am
Holy crap an ad that does its job. Listen the whole point of advertising is to get a buzz going about it. Positive or negative doesn’t matter. What matters is that people are talking about. That people are looking at it.
Think about it. Those ads that drive you crazy those ads that you find offensive do they stick in your mind. YUP what about the ads that don’t cause talk or don’t annoy or are not spectacular you know what I can’t think of one can you???
As far as the racism up on the board… Well I don’t see it would it still be considered racist if it was a cologne ad or better yet some sort of fashion ad?
If you truly are appalled by this ad the best thing you could do for it is well quite frankly not post it not put a discussion on about it instead your just creating more hype more publicity for sony and there white psp. Way to go.
I’m not saying that you shouldn’t have feelings about it but your feelings might be better directed at the company and not out in cyber space giving them more advertising expecially free.
July 5th, 2006 at 5:19 am
There’s absolutely nothing wrong with the advertisement, other than everyone has to have something to go up in arms about, and be outraged about. No one can ever just be content, they need something to picket against. And racism, and “internet predators”, and things that could “potentially” harm children are at the peak of the list.
July 5th, 2006 at 5:21 am
Can i have the black PSP then?
July 5th, 2006 at 5:24 am
What does it say about me that I am so apathetic that I don’t even care about this at all?
Hate crimes happen every day, everywhere; people treat other people horribly all over the world all the time for no good reason. People rape children, kill dogs and cats for fun, and burn down churches. Right now, somebody is in their basement cooking up some crystal meth to sell to somebody else’s kids.
Somehow this just doesn’t seem very significant in comparison. So Sony is running a racist ad. What a surprise, it’s run by rich old white men.
July 5th, 2006 at 5:33 am
WOW, Just WOW! 1st of all to all the idiots out there that are offended by that sign, u people r retarded. I am not white, I myself am East Indian. Just because it says PSP white doesn’t necessarily mean its racist. And just cause theres a white girl, with white hair, doesn’t mean its racist.
I am just shocked that people will actually become offended by this. I mean, the PSP original, and PS2 were black, so does that mean the white people got angry and offended and have a right to protest? NO!!!! And incase any1’s wondering, I have friends from many races including: Slovak, Italian, Ukranian, Korean, Japanese, Phillipine, African, Afro American, Metee, Native American… So if any1 calls me racist, they probably dont know that I was born in South africa and been to several countries in my life and interacted with a huge variety of races. And I personally dont think this billboard of the PSP White is racially offensive. Some people like the color white more than other colors because of several reasons, & I doubt its because it represents their race.
July 5th, 2006 at 7:30 am
ugh. really… not sure how this gets past ANYONE… terrible.
July 5th, 2006 at 7:49 am
i think that for you to get offended means that you don’t think that two white people doing the same thing is the same. or two black people in the same position is the same…
until everyone can destroy past notions and realize that it shouldn’t matter what position either of them are in. this “racism” will always exist. the fact is, we should see 2 women (not 1 black woman and 1 white woman.) there is no reason to create special treatment especially since many are so up in arms about equal treatment.
by the by anyone who is wondering. I’m a filipino living in Albany, NY. however i grew up in australia and have visited the ppines a few times in recent years.
July 5th, 2006 at 9:25 am
That’s hilarious!
July 5th, 2006 at 11:13 am
I find it absolutely brilliant that most of you have to state your race to give your arguments some validation.
July 5th, 2006 at 11:15 am
I cant wait for the brown PSP, with the cloth wrap casing, or the yellow verion, with narrow, slanted screen.
July 5th, 2006 at 11:37 am
The problem is not that there is a white and a black person on this ad. the problem is that the white person hold the black person face and look agressive. the white person is dominating the black one. if they just wanna tell me that the white psp is comming than why they show me the white psp (its just the black one with another cover) and say “hey its new”
July 5th, 2006 at 12:40 pm
Who cares? Why should anybody be offended by this? It’s colors! Heck, it’s technically speaking not even that.
Who’d cry out if you replace White with yellow, pink, purple, blue, red, or green?
Absolutely NObody! People who cry out about stuff like this WANT to be offended. We’ve got far more serious problems to deal with on this planet other than some chuckleheads who enjoy fragging each other crying:
“OMG there’s no poticial correctness, kill them! Wiiiiitch!”
Get over it!
July 5th, 2006 at 1:21 pm
Being black I don’t care about the ad. It’s a ad nothing more, now if it was a black man being whipped by a white slave master then I can see getting pissed off. There’s nothing better about the white version anyway, you just can see the smudges on the portable, I have the white japanese version.
Also, calling people retards, idiots or saying white is superior over black is just plain ignorant. All your doing is making he add look worse than it already is, so chill with the bullshit. Some people will take offence to this, do the right thing and hear them out instead of looking and sounding like a jackass. Other than that, brothers and Sisters you shouldn’t get worried about a damn thing, get your PS3 and PSP.
Thanks and have fun.
July 5th, 2006 at 3:23 pm
Racist???
Am I the only person who thought they weren’t fighting, but were about to have sex?
July 5th, 2006 at 3:43 pm
Utter and complete rubbish.
The ad portrays one woman showing power over another woman. That’s all. End of.
If it had been two white woman, two black woman or the roles reveresed would anybody have commented ? Eveybody seems to be looking for things to moan about these days - not realising they’re falling into the very trap they seek to avoid.
In another of the campaigns images the black girl is sitting on the white girl, giving *her* the edge that time round. Rascist ? Deplorable ? Just two girls on a poster ? I know which of the three I see.
Besides, who’s to say what the power base is between the two people pictured in this one ? For all we know one is about to kiss the other. Assuming negative intentions on the part of the “white” character is rascist in and of itself - saying the woman is doing bad things to the other becuase one is white and the other is black is worse than the perceived offence of the poster in the first place.
Sheesh. What next………….. {rolls eyes}
July 5th, 2006 at 3:58 pm
There is nothing overtly racist in this other than it displays a White Woman and a Black man (or is that a woman?). I thought that these where the times when inter-racial relationships and “less traditional relationships” *weren’t* supposed to bother us so much? I’m sure that Sony decided to make this Advertisment to offend a specific race… :rolls-eyes:
July 5th, 2006 at 5:17 pm
Honestly, I’d do them both. I just see 2 hot females. I think it’s the actual statement that pisses off people “PSP white is coming” then you have the white chick grabbing the black chick, I can see how people can take offence to it.
July 5th, 2006 at 5:27 pm
Ooh look at Sony being controversial, and all the usual people getting outraged.
here’s an idea how about they advertise the thing any old way and we all just ignore them.
Really, they are playing you lot like a frigging banjo.
It’s not about white, it’s not about black, IT’S ABOUT GREEN.
July 5th, 2006 at 5:30 pm
Why come we never had a black president. I live in dc the power city and to me yes people we have a race problem still goin’ on just in modern time, it’s called Modern Slavery
July 5th, 2006 at 6:42 pm
>The message you take from it is the message you put in it from your own perceptions.
AMEN! Is it a person grabbing a person, or a white grabbing a black?
It’s the people who keep wanting to make race issues out of things that are causing the separation of races.
>Why come we never had a black president
HOW come we HAVE never had a woman president?
(not black, not white)
July 5th, 2006 at 7:35 pm
Ok, i realize some of you may “find this controversial” but grow up.
The only people who scream racism are those guilty of perpetuating the problem, those of you who “defend” posting “i’m from such and such a country (not white)” That’s all good and well, but your race/ethnicity doesn’t have a bearing on how valid your argument is/isn’t.
The ad isn’t racist, but YOUR warped perceptions of social status are.
July 5th, 2006 at 7:42 pm
And to the article’s author “Matt Stone”.
Grats on writing a completely one-sided and short sighted piece, way to go the way of any major new outlet.
predictability, for the lose.
July 5th, 2006 at 7:49 pm
Whites don’t find it racist just because they don’t freakin’ care. I found it to be stupid and don’t see how it helps promote the psp. I found the TV ads with the squirrels = Blacks and hair balls = Mexicans (or Latinos, in general) to be much more racist.
July 5th, 2006 at 8:18 pm
If the ad isn’t offensive, why has Sony removed it from the site?
Check the link again in the article.
July 5th, 2006 at 9:45 pm
If OJ killed Nicole, why didn’t he go to jail?
racial tensions, rather than take a stand for something that wasn’t wrong to begin with, the corporation will buckle under any threat of “racism”, whether it be percieved or actual. Why? Because they are in it for money, not anything else. They aren’t going to fight any kind of resistance.
articles like yours only prove the point.
July 5th, 2006 at 9:53 pm
Yeah, run this ad in the US and see how long it lasts.
They are insane even tempting this sort of fate while the rest of their company is going to hell in a hand basket.
July 5th, 2006 at 10:51 pm
Oh my fucking God…who cares!?!??!?!
Let’s hypothetically say that the ad is racist, and that the ad is intended to show that white people are supirior to black people. STILL, who cares!? It’s a fucking ad. They did not kill any black people to get it, they aren’t encouraging people to kill black people, they’re encouraging people to buy their fucking product.
But more to the point, the ad isn’t racist at all. Sony executives aren’t racist, they just want to sell a product. They aren’t implying anything about white or black people, they’re saying that the white PSP is better than the black PSP.
If everyone in the world just smoked a damn joint and stopped caring, we’d be in such a better condition.
July 6th, 2006 at 12:12 am
I dont get it. whats racist in this ad?
now coming… easily pursvaded dumb blond punkchick
July 6th, 2006 at 3:02 am
well, whites ARE superior to blacks, so obviously this ad is proof of that.
July 6th, 2006 at 3:09 am
“I mean, I’m gay myself and I don’t go bitching about everytime someone gets called fag over XBL, so get a life and get over this!”
You are gay? kill youself plzkthx
July 6th, 2006 at 3:50 am
How is this racist? please tell me? is it because a white woman is holding the black womans face… ok do none of you know what “symbolism” is? seriously? the white woman isn’t being portrayed as a white woman, and the black woman isn’t being portrayed as a black woman, they are symbols of the PSP! quit fighting fights that are STUPID!
July 6th, 2006 at 4:03 am
Where is the black chick? I dont see her…
July 6th, 2006 at 4:09 am
I can’t believe how sad and pathetic the world has become where something like this is considered racist.
Does anyone here even know what being racist is?
You all think we should live in this world where we pretend not to notice that we’re all different shapes and sizes and colours..
Aknowledging that someone is black, or white or whatever doesn’t mean you are being racist. Even intentionally using the fact that someone is black.. or a midget or whatever for your purpose isn’t racist.
Now if Sony was encouraging some sort of violence towards black people.. or refusing to sell the system to black people.. that would be racist.
I quite like the picture.. it is well done.
And that graffiti was not a PSP advertising campain.. it was clearly anti-Sony and even had the words “Fony Paystation” under on of the pieces.
I like that we live in a world where we’ve brought such a high profile to real issues like racism.. but why are people, by and large, so stupid that they have to go into extremes on the other side of the coin.
July 6th, 2006 at 4:11 am
If anything I’d say the picture is casting the white person in a fairly negative light with her mean facial expression, hand held like a claw, upside down cross around her nack and witchy hair.
July 6th, 2006 at 4:28 am
It only seems racist because you all are being RACIST yourselves … more like a double standard. Now don’t get me wrong I haven’t a racist bone in my body, but I’m sick of people trying to fight racism with racism … which only leads to ..again.. double standards.. anyways its funny
July 6th, 2006 at 4:30 am
As a matter of fact.. why is everyone here so afraid to admit that it IS a black person being dominated by a white person.
You defend the ad but still ignore the facts.
We are just supposed to see two women?
We should stop seeing people for what they are and only see them for WHO they are. NO. We should only JUDGE them by who they are.. we should aknowledge WHAT everyone is. Some people are proud to be of a certain race.. why take that away from them?
There is a lot of culture and history that would be entirely wiped out if we all just pretended we were grey.
The ad DOES show a white woman dominating a black woman.. and indeed the choice of their race was intentional… but the ad isn’t talking about social issues, or politics or any race issues.. it is a metaphorical statement about consumer electronics, video game systems, athstetics.
It really woulnd’t be any different (other than less attention grabbing and identifiable) in it’s message if it was a white zebra stripe and a black zebra stripe or snow and oil or salt and pepper.. it just happens to be convient that people not only come in black and white but also have a turbulant history related to that very issue.
July 6th, 2006 at 5:12 am
bill Says:
July 6th, 2006 at 3:02 am
well, whites ARE superior to blacks, so obviously this ad is proof of that.
===========
Slaughtering the Indians….raping, kidnapping, murdering and stealing africans from their homes doesn’t make you superior…
No wonder it’s called EU+ROPE+
July 6th, 2006 at 5:33 am
If we let small things like this pass by, they will slowly grow to bigger proportions. What could be a Small comment could baloon to a huge crisis. If you and your race have been opressed for years, gain your freedom, then see something that reminds you of the past opression, You have every right of acting up. The only way you can truly understand is if you have actually been subjeect to the oppression.
July 6th, 2006 at 6:15 am
I just think its funny that, as many people have mentioned, we have this weird double standard regarding racism. I cant believe for one second that if the black woman had been holding the white woman, this would have been regarded as racist (except maybe by the KKK, which is ironic) How about if an Indian person had been holding a black person, or a Japanese person holding a mexican, would anybody have though twice about it. I don’t think so. People seem to have the idea that the only people who are racist are white people and that “racism” only refers to a white person being prejudice against a person of another race. Besides, we are all supposed to be looking at two PSPs, not people.
damn that racist white PSP!!!
July 6th, 2006 at 6:27 am
Think about this for one minute.
What kind of world would we be living in if everybody, and I mean everybody, in the world were to look at that ad, and not care.
What kind of world would we be living in if everybody just looked at it didn’t give it any more thought than a McDonalds sign.
Would we all be worse off because there wasn’t anybody to get angry about how racist it was?
Or would we be better off because the indifference of the masses meant a more enlightened state than we currently live in.
Please. Just think about that for one bloody minute.
July 6th, 2006 at 6:33 am
It’s
a
F’n
Ad…
Now stop reading into it so damn much. Seriously. Stop. No. Really. Stop.
July 6th, 2006 at 6:38 am
This is not a racist ad, at all. I feel that anyone offended by this is either a moron, overreacting because they have nothing better to do with their time and/or has no sense of or appreciation for art and imagery.
July 6th, 2006 at 6:43 am
“If we let small things like this pass by, they will slowly grow to bigger proportions. What could be a Small comment could baloon to a huge crisis. If you and your race have been opressed for years, gain your freedom, then see something that reminds you of the past opression, You have every right of acting up. The only way you can truly understand is if you have actually been subjeect to the oppression.”
Every race on earth has been subject to oppression, not only black people. And if this ad of two different colors psps reminds you of your ancestors being slaightered or murdered, raped, exploited, etc. then you have no sense of what they actually went through, at all…so get over yourself and stop looking for a reason to play the racism card.
July 6th, 2006 at 7:00 am
Yeah the PSP and PS2 are both black colored systems but if they made ads saying “PSP, BLACK POWER FOO’S” with a black man w/ his foot on a cracka’s neck there would have been an outrage too..
July 6th, 2006 at 7:17 am
Well, I have 3 points to make.
1. Racist or not, that is a damn ugly ad. Unattractive.
2. It is totally racist, but not for the sake of being racist - just for the sake of shock value.
3. What bothers me is not “white holding black”. It’s the sheer hatred from the white girl’s eyes, and the helplessness and resignment in the black girl’s eyes. Looking at the ad A) Actually makes me want the less-antagonistic black PSP, and B) Invokes some horror deep within me that wants me to boycott PSPs altogether.
Regardless, should anyone be personally offended by the ad? No. It’s harmless. But Sony will definitely pay a price in dropped PSP sales.
And also, DS > PSP, so who cares?
July 6th, 2006 at 7:34 am
Honestly, the only thing that keeps racism alive are the people who perceive it as such. The very people who struggle to defeat it are the very people who perpetuate it.
The only power a racist person has is given to them by the victim. A victim of racism puts the offender on a pedestal. Who cares what they think? You know that they are no better than you, so why are you offended? Does it matter?
If you want to talk about a problem, talk about that fact that America runs itself completely on the basis of poverty. Without poverty there would be no one to do the jobs rich people hate. Without poverty, who would fight their wars?
July 6th, 2006 at 7:55 am
Well from what I have read so far from these comments. It seems that only blacks are mad at this ad and all that wrote these comments are black. I understand why the black community would be mad, but come on think of it this way. If the chick in white was back and the chcik in black was white, than would it be ok?
July 6th, 2006 at 8:19 am
While I usually think people get ridiculously up in arms when it comes to the whole “race issue”, I have to admit that ad is pretty freaking rascist. That rascism is neither imagined nor implied, it is blatantly obvious.
They do this stuff on purpose, people. It’s just an attempt at causing controversy (which I am inadvertently helping) so more people will notice their product. Sony has no class, just ignore them.
July 6th, 2006 at 9:10 am
Might as well make white people feel important before they all disappear in 20 years!
July 6th, 2006 at 10:48 am
The fact that many people ARE getting upset about this testifies to the fact that it was done in poor taste.
If you don’t find anything particularly offensive about the picture, then that’s fine, but when you go as far as to ignore those who do feel threatened by it and attempt to justify it, then that’s just insensitive and ignorant.
Personally, I don’t feel Sony intended to promote racism in any way, but when things like this happen, they should take full responsibility for it.
“If the chick in white was back and the chcik in black was white, than would it be ok?”
No. What angers me about the common response here is that a lot of you think that just because society commonly accepts racism towards white people, then it’s ok that it goes both ways. That’s no way to deal with it and I’m appalled by everyone trying to justify someone else’s negative reaction towards the ad.
“I just think its funny that, as many people have mentioned, we have this weird double standard regarding racism. I cant believe for one second that if the black woman had been holding the white woman, this would have been regarded as racist”
That’s something that needs to change then, doesn’t it?
July 6th, 2006 at 11:21 am
OMG you people have to be kidding me. Can someone clearly show me what is racist about this. Of course you can’t. It’s not like a white psp is hanging a black one. Now I admit that would be funny also, and would make me buy another PSP, but come on here people, are you that retarded. It seems everything today has to be racist. Oh no they made a white potato chip…..them racist bastards. Hey you’re wearing white shoes you must be a racist. Yeah think next time before you people actually open your mouths. Black people are the most racist people I have ever met.
July 6th, 2006 at 12:56 pm
IF you are not black then you will never know someone is being rasist untill the last moment.
There are little elements which can never be noticed unless you have had experience with them.
I for example can smell racist intentions in a crowd, way before any of my caucasian friends can even hope to do.
Its not a matter of someones perception or skills been more honed, but simple due to the fact that we blacks deal with it and you don’t, so you do not have the need to be aggitated, because you do not have the need to be concerned as it does not affect you or have anything to do with you.
I am far from the person who will come on here ranting about this, but as a professional working in advetising and marketing i can simply say that the advert is rasist.
The aggression that has been exhibited by the caucasian model and that has been directed towards the african is offensive.
It is not just a display of general aggression, but the physical manerism and action that has been implied in this case is one used to signify extreme superiority over an opponent.
To clarify, notice the action that was used by the caucasian model to grasp the african model’s face.
If you have ever performed that action to someone you will know how it is executed; swiftly, aggressive, with hate and with a sharp jerk.
Just because you are viewing a picture, it doesn’t mean your mind wount utilize the image data and cues provided to produce a sequence.
When you see a bee on a picture, you will think buzz and you may even fear it in your head.
An advertising image, is a trigger. One that invites you to personally visualise the intent of the production.
In this case, looking at this picture i can only see a racial aggression in show.
Imagine that this Photograph was indeed a moving picture.
Now imagine in moving form the aggression that was exhibited when grasping that model by the face.
What do you think the next action would be, once you’ve grabbed that persons face ? A slap, a punch, a spit in their face.
Those of you who feel it is not rasist, simply do not have a reason to do so and thats perfectly fine, in fact i am certain that the artist behind the photograph is caucasian himself, no african artist could have produced that.
The people who decide it is rasist are those who are the subjects of mass rasicm, so it is rather pointless being of another origin non-african and coming here to oppose and conforn the thoughts and feelings of those who have complaints about this Photography.
Its simple, its just racist and there is nothing more complicated to it.
Its a feeling you get when you see something of the sort being black, its not moral.
You see it and it hits you emotionally. There is nothing to think about ot philisophize about. That is why caucasian people do not understand or notice it the way africans do, because they have no reason to be emotionally effected by such imagery.
Thats all.
July 6th, 2006 at 2:46 pm
I am a white man so I’m ok with this ad. You PC guys who see racism everywhere blah blah blah. Those of you who would rather sweep this important issue under the carpet yak yak words words.
Keep up the good work, fellas; the world is dangerously short on opinions.
July 6th, 2006 at 2:47 pm
you people are sad - how do u get offended by such an ad. That is what is wrong with the world today. I didnt hear of any white folk getting upset when the black psp was launched. Sony are just advertising - a grey psp would look rubbish
July 6th, 2006 at 3:52 pm
if you people notice at all this has nothing to do with racism it clearly is just showing the new white psp to be better then black. the real racism here is the xbox and nintendo fanboys sittin around sayin amagad black ppl be mad and dont like sony anymore. and the black ppl who think this is racist are idiots. did u happen to notice all the idiots post like 1 or 2 lines saying how its racist but the smart ppl go into a indepth anaylsis of why it is not racist at all just merely showing off their product. what if a white person came on here and said I THINK ITS RACIST THEY DONT COME OUT WITH WHITE PRODUCTS SAME TIME AS BLACK ALL CONSOLES COME OUT IN BLACK BEFORE WHITE THAT RACIST. everybody in here would call him a retard and say the color of the console doesnt matter much at all. but u guys r getting mad over a add that depicts a white psp being better then black. i seen like 3 black people post how sad they are gonna be bout this add and clearly u r the idiot black people who make the rest of us look bad.
i am black and any educated black man can see this is merely to display superiority over the black psp which came out first. in other words they are tryin to get u to buyin a psp they painted another color and usually its u idiots posting racism who go buy both colors.
July 6th, 2006 at 3:58 pm
also to e lang u clearly do not know much lol this is a add for a white psp which comes out after the mass sales of the black psp. to go look at the ku klux klan sign up ads ur on the wrong page. remember what product they are trying to sell here people no they dont want u to buy white crosses to burn ppl with. THEY ARE SELLING A FREAKIN PSP WHICH ORIGANALLY WAS BLACK. i could just see it now. if a white psp came out first and then they were announcing a black psp. their would be so much controversy black ppl would be sayin they should have came out with black psp first and whites would be like u have a pic showing a black superiority over white no fair rawr rawr rawr racism.
do u guys see what ur saying lol this is completely stupid. this isnt a add to join klu klux klan its for a psp seriously ppl.
July 6th, 2006 at 4:04 pm
i cant believe all of you r gettin offended by this i thought we were over this whole black and white thing…
July 6th, 2006 at 4:48 pm
to quote E.Lang: “no african artist could do this”
since when are all black people from africa?
July 6th, 2006 at 5:00 pm
Holy crap, how is this racist again? It’s not the smartest ad I’ve seen, but recist? I guess the DS’s “Touching is Good” motto then supports masturbation and molestation (i.e. Resident Evil: DS). I mean they’re models, nobody understands them anyway. Sony I guess thought “Hey, Nintendo made a stupid ad and is selling DS’s hand over foot, maybe it’ll work for us!!”. Chill people, the ad is a little stupid, racist it is not.
July 6th, 2006 at 5:13 pm
It’s amusing how Caucasians want to decry anything that offensive to those that are not of European decent, and make stupid comments like, ” I though we were over this black and white thing.” Considering that for most the idea of being “over it,” involves ignoring it, no no one is over it. Unfortunately yes racism is in the eye of the beholder, but the ad would be seen as offensive to some; and it shows the diasppointing level of dissociation in society that people have an “it doesn’t bother me so if you’re offended you’re dumb” attitude.
I’m not going to lose sleep over an ad, but a company with a global reach like Sony should be more responsible about it’s marketing campaigns.
July 6th, 2006 at 5:42 pm
I guess it’s racist since the white woman is potrayled as a model and the black woman doesn’t look particularly attractive. If they were, both models it would make more sense, since black and white psps have the same functions, and I wouldn’t see it as a racist ad. But since the ad doesn’t show equal beauty it’s considered racist.
July 6th, 2006 at 5:48 pm
Let’s look at the abstracts for a second, here.
The white girl represents the white PSP. The black girl represents the black PSP. Outside of the ad, both models are equal, and perhaps friends. Inside the ad, they don’t represent themselves; they represent electronics.
Now. When the white girl is holding the black girl aggressively, it means that the new white PSP will be an emerging, aggressive power in the PSP world.
All of you racists, black and white alike, can’t see the abstraction. Go back to your brotha’ gangs and KKK, kaythanks.
July 6th, 2006 at 5:52 pm
I just learned that sony had 2 other ads that are connected.
view here: http://www.armchairempire.com/News/?p=33
When you see all ads together, it seems less racist, but it also brings more questions like, who started the dispute? And why did the other retaliate? One thing I’m sure of is that my black psp is not less superior to the white psp.
July 6th, 2006 at 6:11 pm
All these people who are skeptical about this ad not being racist why don’t you think for a moment.
Why did Sony choose a black man and a white man? And it clearly shows that the white woman is “superior” by the way she is holding the guy’s face. If it’s not offensive, why don’t they show it in the UK? Maybe it’s because black people have a bigger voice here. Damn you Sony.
July 6th, 2006 at 6:39 pm
Have to agree with the many comments here. This image is far from being racist, in which the message is white is better than black. It seems Sony’s intention is clear - white PS2 is out to usurp the black PS2’s position, and not that white person is better than/is attacking black person. You’d have to already come in with a previous mindset to read more into this.
But this image is definately controversial. In a perfect world, there would be no racial inequalities, and everyone is so indistinguishable from the next in terms of power dynamic that no one would even think to interpret such an image as racist. However, there is a lot of bad history to recall and present-day unresolved issues we deal with. And as such, an image like that is bound to hit a few nerves. What shocks me is that Sony was dumb enough to actually think this ad would fly.
(Yes, I agree that my argument should have nothing to do with my being black, but unfortunately, things don’t work that way either quite yet)
July 6th, 2006 at 6:40 pm
Another issue with this ad is that not everyone who sees this ad will understand the product message. Believe it or not there are people out there who don’t know what the heck a PSP is. If you read the ads overt conotations it comes off as seeming racist. Though Sony may not have intended it to be racist. The message is what it is! Those who say that people are being to sensitive to this ad should really consider their own feelings on racism! I’ve noticed that many people who make this comment are in fact hiding behind their own racist beliefs. I hear this all of the time about minority groups. “Why should they get special treatment?” It’s not that they are getting special treatment, it’s just that the group in the majority usually overshadows all other points of view. It’s hard to overcome that.
July 6th, 2006 at 7:23 pm
I find this ad to be offensive. There are a MILLION different visual connotations that could have been used that would have garnered the same effect or shock value THAT DON’T HAVE TO DO WITH NIGG@Z AND H0NKY’S(sorry, white and black folk)
seriously, there is enough tension in the world as it is dealing with that particular issue, so now some, as it was described before”starbucks moccachino-slurping, manhattan ad exec” fresh out of his bi-daily 30 minute lunchtime rendezvous with his favorite hooker and coke buddy all of a sudden has the *original idea* of using a racially tense theme to sell his account. And then, quicker than a junky with $100 goes to fix you have some weird, insulting billboard depicting a white woman and a black woman at odds physically with a Sony PSP logo splattered across every major thoroughfare…My problem is with the way this thing is being sold and who is selling it. The Ad house is racist, Sony is racist, and any institution(Sony and locality) that allows this ad to be placed in public places is by all means fundamentally racist.
When 50 cent put up his little ad I found it offensive, why? Because he advocates gun violence, an issue that plagues inner city communities to sell his little movie. To me that’s like saying your own race should kill itself off in the name of drugs, violence, sex, urban culture, and OMFG paying to go see his shill of a f**kin movie. Of course the white exec(s) for whatever distribution he has OK’ed to…
And for the record, I ain’t a christian or nothing and I AM WHITE.
peace
July 6th, 2006 at 7:23 pm
LOVE IT! MORE PLEASE! Sick of seeing White people as the butt of jokes and insults from coloreds. Time to share. Don’t like it? Don’t buy it. You’re not their market anyway.
July 6th, 2006 at 7:28 pm
Vin Says:
July 6th, 2006 at 7:23 pm
LOVE IT! MORE PLEASE! Sick of seeing White people as the butt of jokes and insults from coloreds. Time to share. Don’t like it? Don’t buy it. You’re not their market anyway.
Funny thing white people sell that to…have you ever seen “Summer of Sam”?
In fact, if there were no black people or “coloreds” as you describe; white people would STILL find a way to be racist towards each other…in fact history has declared this to be the truth time and time again.
July 6th, 2006 at 7:46 pm
This ad is so bloody racist. Whoever made it should be shot (or something along that line).
Sony, I thought you at least had some integrity. Today you proved me wrong.
July 6th, 2006 at 7:50 pm
I can not believe the whips here. Show a racist black man looking savagely at a cowering white girl and it would be erotic art, or something of the sort. The only racists I have ever personally met have been blacks in Detroit and L.A. Whites have been waaaaay to nice to other cultures, to the point of being suckaz.
July 6th, 2006 at 8:04 pm
This is the 21st century. When are people going to learn better?
I’m not talking about the ad. I’m talking about the psychosis the is so pervasive in our culture.
Why must people be so paranoid about the color of skin. Aren’t we beyond that?
It’s just an ad. Two models happen to have skin tones that match the color of Sony’s product. Big deal.
Grow up America.
July 6th, 2006 at 8:20 pm
There is a reason this ad is being selectively advertised in the Netherlands and not in the UK or the US. Sony is fully aware of the insult this image projects to the those of African descent in both respective countries, and realizes the porportion of Africans or African Americans in UK and the US far outnumbers the numbers of those in the Netherlands.
The whole playstation color issue is immaterial, they are both machines, which ultimately will be judged by their performance, not their hue, ironically, which is what humans should be judged by as well.
When should a machine be judged by only its hue?This superficial charateristic is the same criteria upon which humans have been murdered, slaughtered, and enslaved for centuries. Once the novelty of a different color machine wears off, then people will begin to compare what really matters; its performance relative to its predecessor.
Imagine if this sceme was applied to buying cars, would you compare different models of a car based on their color? Of course not. You would first compare value and worth, and only then would color matter, once you have settled on a model.
For those who have not had any experience with racism, or ever had to question the actions of another that stem from prejudiced preconceptions, can we really expect a sincere understanding of how these images only personify the idea that it is ok to treat others worse than animals; merely because of a false idea of racial superiority?
No, because the idea is wholly foreign to them. To be judged merely by skin color, which is immediately recognizable, unlike sexual orientation, is a reality that some never really have to consider in a lifetime. Conversely, others must battle with this misconception daily, and for good reason, considering their great grandparents endured a lifetime of torture, as a result of these beliefs.
This being said, when one deals with an image such as this with sentiments such as, ‘Get over it’…’move on’, we must remember that their point of reference is of one of minimal exposure, and we must regard their statements with the same degree of seriousness.
Irrespective of race or culture, we can all agree that when one person grabs another by the face in such a manner, with a menacing glare and is returned by a look of submission, this is clearly a act of establishing complete control and dominance. This situation is not influenced by ideas of right vs. wrong, this is a situation where power is the only language understood. Additionally, look at the hand of the white woman, this is clearly a hand excited by adrenaline, and as E. Lang articulated well, this image is one that is made to implant ideas which will then play out in one’s mind (i.e. a logical sequence of the white woman enacting some form of abuse)
If this same scenario were to be enacted by using two colors of the same hue, then not much attention would be paid to the ad. However, when a white individual grabs a black invidual, this image becomes pregnant with all of the underlying tensions and sordid history that was experienced in the white vs. black history of colonialization and slavery.
This reality is one that is immediately recognized by those forced into submission ( Africans etc..) because of fears of this mentality being passively accepted, and its dangerous precedent of slavery being ignored. Some non-Africans easily dismiss this image because truthfully, they have never had any reason to fear or be apprehensive of such an image, because they will reap no harmful repercussions if this images reaches heightened states of excitement and appears on the evening news rather than a billboard.
This being said one can easily realize that this image deals minimally with one version of playstation vs. another, and much more urgently with the idea of racial superiority masked by gaming consoles.
Also, read the article by E. Lang… (above) worth your time.
July 6th, 2006 at 8:45 pm
Woah, you people always find something to whine about… Sony had to advertise their new Handheld console, and they thought: ” The best way to sell it, is to show everyone that we hate black people, yeah!” - Black people, stop victimizing yourself. It’s an advertisement. There is a new WHITE PSP coming out, the old one is black.
Let’s face it, if we would turn things around. Black woman holding a white woman etc. etc. - No one would care.
July 6th, 2006 at 8:57 pm
‘you people’ - interesting…
Victimizing- aka….let’s forget that racism still exists today, and pretend that it doesn’t exist. That this billboard is an anomaly. Racism is dead.
Now here’s a thought…would people be so passive if it was a black man holding a white woman ???? *Remember* It’s an advertisement…focus on the playstation, right?
July 6th, 2006 at 9:01 pm
Peapole like YOU make this world racist. OMG a black man dressed in black abused by a white woman dressed in white! Where’s the racism in that!? Evil see evil everywhere, remember.
July 6th, 2006 at 9:10 pm
I’m white and it’s the people that find this ad offensive that make this world the way it is. I;d like to do that to a black person.
July 6th, 2006 at 9:18 pm
I agree with MK the people who see this as racists are the ones who are racists. And for the record if it was a black man holding a white woman down no one probably would even accusse that as racism. so stop acting like this is such a big deal and grow up.
July 6th, 2006 at 9:34 pm
Matt Stone wrote:
“Clearly this doesn’t appeal to anyone else than Starbucks Moccachino-drinking buzzword-throwing Manhattan marketers.”
Um, these ads were created by the European offices of TBWA (who are, incidentally, based in CA), and are only running in European cities… but thanks for taking a cheap shot at New York, we can take it.
TommyFilth1 wrote:
“So Sony is running a racist ad. What a surprise, it’s run by rich old white men.”
Um, no. Sony is run by rich old Japanese men.
Get your rich old men straight.
audionewstalk wrote:
“The problem is not that there is a white and a black person on this ad. the problem is that the white person hold the black person face and look agressive.”
Ah, now we get to the real issue…
…and how would your attitude change if the next shot was a Madonna / Britney Spears moment?
Oh wait, here’s the next shot now:
http://www.armchairempire.com/images/News/white-psp-europe-2.jpg
Gary wrote:
“I found it to be stupid and don’t see how it helps promote the psp.”
Um, how many people are here are discussing it, and many more reading it, and how many news outlets around the world are linking to this page driving people (like me) here? I’ve never heard of the site “Digital Battle” before, but I’d be interested to know whether this page doesn’t turn out to be the most highly trafficked in the history of this website… just my guess. And you ask “how it helps promote the psp.” Are you for real?
I wasn’t so sure about the ad at first, but I’m beginning to think it is genius.
Mee wrote:
“Would we all be worse off because there wasn’t anybody to get angry about how racist it was?”
I don’t know about better or worse, but the real important point here is, Sony wouldn’t be getting all this free publicity, and would sell fewer white PSPs. It’s to Sony’s advantage that the image be controversial, create this sort of debate, which generates buzz, and more word of mouth for their product than money can buy.
Owner wrote:
“…a black man w/ his foot on a cracka’s neck…”
Vin wrote:
“You’re not their market anyway.”
FA wrote:
“Might as well make white people feel important before they all disappear in 20 years!”
Now the real racist rear their ugly heads… and I thought we were all family here!
July 6th, 2006 at 9:45 pm
Understand one thing, they are selling game consoles and then ask yourself; how does the color of a game console become the color of people? How does the color of a game console make it superior to a game console of a different color that does the exact same thing?
When Apple started marketing its Black Ipod there was no marketing it as superior to the White Ipod because they both did the same thing, so why is the white PSP being marketed as being superior to the Black one and why use a Blond haired white woman grabbing the facing of a Black woman with a Afro? Also notice the white woman is taller and bigger than the Black woman and looking down on her. This ad is espousing white supremacy even though we know white skin and white consoles are not superior to anything.
The irony in the ad is that we know that the White PSP will do the exact same thing as the Black PSP, making it its equal just as we know white folk are not capable of doing anything Black men and women can’t do, but this does not stop them from believing they are superior and it damn sure will not stop them from marketing a white game console as superior to the Black game console. This is white supremacy at its best! Creating a white sense of superiority where none exist.
July 6th, 2006 at 9:53 pm
The sad part about this is,
If it were a black chick, standing over a white guy like that, everyone would be fine with it.
You people need to learn
Racism: racial prejudice or discrimination
THIS MEANS TO ANYONE
Don’t think just because you’re black you’re allowed to do shit to everyone else, but they can’t call you a nigger.
Fuck that.
And It’s not like I discriminate, I hate anyone who gets up and arms about racism.
“Oh, your just sayin that Cus’ I’m black.” or “Oh, I’m mexican, so I must be someones gardener.”
Bullshit.
If you don’t like the fucking racist stereotypes the world has twords you and people of your color, fucking do something.
Rather than complain, go break the fucking mold.
July 6th, 2006 at 10:01 pm
Some of you are right. Racism is still around.
But do you know why racism wont go away? Because those “victimimized minorities” wont let it. Period. It keeps them in the victim class, and they like it that way.
July 6th, 2006 at 10:14 pm
To the last 11 posters…except Randall and #1 may still apply to him(it does to me).
1) None of you are black
2) Putting it in a country where the least resistance will be met
is still racist
3) Racism is very real and is not dead, just swept under the rug
by those who practice and want to be left alone to keep being
racist
4) I find it offensive that others must be called racist because
they can see the stereotype that this ad applies by those that
don’t even have the conviction to accept their racism and
deal with it accordingly in a way where they stop being racist
5) innuendos about black guy/ white chick is fundamentally
flawed(ONLY black guys hold down white women?!!)although
the other way around…(fapfapfap)
6) I have a lot black friends that are smart enough to see the
racist nature of this ad, and laugh at it due to the fact its
purely 1 dimensional in nature and proves everything we
already knew(stupid honky’s)
7) Did I mention that I am white?
July 6th, 2006 at 10:19 pm
This is crap……whenever a black person is in this situation, they always scream racism…always, its the first thing they jump to. Its a damn ad for a PSP…theres a white one and a black one….the white PSP isn’t racist towards the black PSP…..give me a break
July 6th, 2006 at 10:21 pm
but who’s really gonna do something about it…??
July 6th, 2006 at 10:22 pm
I find this poor excuse for a debate very amusing. It truly is a bleak statement on the current state of humanity, that you’re even arguing about this. The ad is racist, there’s no doubt about it. But guess what? I don’t give a rat’s tail. Both Sony and everyone responding to their ad are fools in my estimation. If this was about how Sony is using shock tactics to market a product that is getting its rear kicked by the Nintendo DS (emphasis on the 2nd half), however, I’d be much more interested.
July 6th, 2006 at 10:32 pm
I think that if the black wouldt have been such an episode to slavery in the old days… by that i mean if they wouldnt have been exploited so much this ad would be funny. Why cant we just all accept who we are and live together. If it would be the opposite id still find that ad funny. I was just amazed how they dared show this to the world of hipocrites we have. We are all alike. No one is better or worse… actually we are all different. So this ad is different to everyone. I dont see a single difference between her and that guy excet that they are opposite sex and that they have a different skin color. Anyways… think people think…
July 6th, 2006 at 10:33 pm
Get a grip people. I mean, “I’m outraged by this”, seriously… get a life. It’s an ad campaign highlighting the differences in color between GAME MACHINES not people. If you are this overly sensitive then you deserve to be offended on a daily basis…actually, you probably are.
July 6th, 2006 at 10:35 pm
I agree with what Nick says… its in a small sentence my whole post.
July 6th, 2006 at 10:37 pm
Wow…just…Wow…OMFG….Wow…
Keep being as sensitive as you are (and this means EVERYONE) and this world will continue to go to crap. Keep restricting anything that stirs controversy or emotions, and this world will continue to go to crap. Keep banning everything 2 people see as “offensive” and don’t educate anyone about it, and this world will continue to go to crap.
Here’s an idea. Ban that one book about racism, rape, murder, genocide…What was that book called again? Oh yeah…THE BIBLE!
You can all take pleasure in guessing what my race is….
“I’ll never tell…..”
July 6th, 2006 at 10:46 pm
Its a rasist ad not because of the white wowmans stance against the african american. Its racist because they are using someones skin color to represent a damn video game. And its not even correct anyway, People of african decent are BROWN, not Black. The are freakin racist euro trash assholeswho are trying to appeal to other racist consumers, by making a racist joke. Too bad the ad is not witty, its not funny, unless youre a racist twit. If they simply Want to promote the difference in colors of the systems, get two white models and put one in a white t-shirt, and one in a black t-shirt.
At least then the color would be accurate to the color of the PSP Brown does not equal black. Next the ignorant wretches at Sony will try to use an Asian model to promote a YELLOW PSP. Ignorant scum like that shouldn’t be allowed to procreate.
July 6th, 2006 at 10:51 pm
I agree with ReaperXxxx. Some people need to lighten up a bit. It is an ad depicting a battle between the two color options. If you think this ad is racist, it is because you are making it racist.
July 6th, 2006 at 11:07 pm
This ad is agit-prop, pure and simple.
It is offensive to blacks on the face of it.
It is offensive to whites, the majority of whom have never done a racist thing in their lives but are constantly being labeled as default racists.
I, for one, refuse to be angered by such manipulations.
I will simply make my feelings known by not opening my wallet at appropriate times.
If more people do the same agit-prop ad agencies like the one responsible for this will have very few clients.
July 6th, 2006 at 11:09 pm
The last 10 or so posts have dealt with this issue, if you are going to continue to post the same thing about ‘get over it’ ‘you are too sensitive’…at least point out why…most ppl of caucasian decent have to deal with racism sparingly…so of course they would chant..’get over it’…both scenarios pose no threat to them…a colorblind society..and one replete with racism.
“For those who have not had any experience with racism, or ever had to question the actions of another that stem from prejudiced preconceptions, can we really expect a sincere understanding of how the