Advertising the Signs of The Times

24 Oct

According to census data, about 7% of all married couples in The United States are interracial.  The once taboo (and illegal) union to many, appears to some degree, readily accepted in this more progressive, to each his own society.  Now don’t get me wrong; unfortunately, we still live in a hateful and ugly world where some people express their biases and bigotry in the form of nasty words and unimaginable violence, but the realization that just 44 years ago an interracial marriage between whites and people of color (namely, and specifically black people) was unconstitutional does seem to show a bit of the evolution that this nation has made since its exploitative infancy.

Even in government, media, entertainment and advertising, we’ve begun to see how interracial relationships and multiracialism have been embraced in our society.  In this political season especially, multiracialism has been at the forefront thanks to the circumstances surrounding President Obama’s heritage as well as the vastly changing demography of the U.S. in general.

Recognizing the reality of multiculturalism and multiracialism in this nation, businesses have even been catering their advertising to this small but ever growing demographic.  I noticed this recently when I did a double-take while watching an IKEA mattress commercial.

Now, I’m not sure about the anthropology or sociology in Sweden, but after rewinding and re-rewinding just to be sure, I found the retailer’s subtle use of an interracial couple who were creating a most excellent sleeper set, quite broadminded and forward thinking.

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