jump to navigation

Dunkin Donuts suffers backlash for controversial ad in Thailand September 20, 2013

Posted by rmshepard in Uncategorized.
Tags: , , ,
trackback

A new advertising campaign for Dunkin Donuts in Thailand backfired quickly. The campaign for a new line of “charcoal donuts” featured a television ad with a fair skinned Asian teen wearing a white dress in a white room. The girl takes two bites of the black donut and – BOOM – she turns black, with a black 1950’s beehive hairdo, and huge pink lips.

It took no time for international critics to claim the ad was racist. For instance, the organization Human Rights Watch called the ad “bizarre and racist” because it was basically replicating images of from the 19th and 20th century that depicted black people in stereotypical fashion.  While the company’s representatives in Thailand attempted to defend the campaign, Dunkin Donuts execs in the US issued an apology and expressed that they were ashamed of the ad.

To see the ad yourself, watch the following video:

Discussion Questions:

1.  Why do advertisers need to be culturally sensitive especially in the era of globalization?

2.  Do you think the ad was inappropriate? Why, or why not?

Advertisements

Comments»

No comments yet — be the first.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: