MEDIA

Assignment 4



Assignment 4

Tagline: Discrimination Is Inhuman

Premise Behind Choosing This Advertisement

The goal of this advertisement is to create awareness about how discrimination is abnormal for the society and ho such abnormality renders the society indulging into an abnormal behavior resulting in chain reaction specifically when it comes to the historical discrimination that has existed since centuries when it comes to African Americans and whites (www.gallup.com). This campaign is equally important as it was at the time it was introduced considering the fact that cases of discrimination exists today as well and have been severe in terms of taking lives of individuals being discriminated or being severely injured. Before analyzing the support and rationale behind this campaign it is also necessary to have a brief overview of the African American history based on which this advertisement campaign has been developed.

Brief Background

The African American population in the north of America during 1860's was 1 percent post American Revolution. Since the start they faced discrimination on the basis of their skin color. They were thought of as being inferior in comparison to the whites. Due to discrimination, they were not given the right to vote. The unfair premise that was given upon questioning the state was that it is forbidden by the laws of the area. However, in those days African Americans were struggling to get jobs and were financially unstable. The jobs they use to get were menial in nature. Jobs that demanded little or no skill and they were low income oriented. The jobs, which had an, appropriate pay and essential skills were not given to African Americans. If they tried applying, they were rejected instantly. Upon questioning the authority, the applicant used to be beaten up brutally.

Nearly 95 percent of the African Americans during 1800's were hired for menial jobs. The jobs that they desired were not given to them, and the jobs that African Americans did were not desired by the whites. Another reason besides African Americans being inferior was that the whites thought of them as being unintelligent and highly incapable. Hence they were given such jobs. The discrimination did not end on jobs. Discrimination and stereotyping went beyond the threshold. The legislators tried every possible way to separate the African Americans from the whites by creating laws. Laws were created to ensure that there is a constant division between the two races. The laws led to higher racial differences. The discrimination did not leave the innocent children, and they were dragged into the vicious circle of racial discrimination. Laws were passed to segregate the schools of African Americans from the whites. A long term approach was behind it. The premise behind it was that if both the caste's mingle in schools then there is a high probability of inter marriages. The thought of such instance was unbearable to them (Collier, 2004). The segregation extended to public transport, as well. The trains were segregated to the extent that the African Americans were seated at one side of ...