So Banks Beer, which markets itself as the national beer of Barbados, recently launched an ad with the tag line, “My Brown Ting, My Banks. Brown never looked so tasty.”
Yup, a racist, sexist colonial throwback which draws on a long history of the sexualisation, commodification and thingification of the brown woman’s body. Very, very original and imaginative, Banks.
Banks joins a long list of other Caribbean advertisers who drawn on worn-out racialised and sexualized images of women to sell anything from alcohol to cellphones.
Vidyaratha Kissoon of Guyana has publicly denounced the objectification of women’s bodies in advertising, especially light of the persistently high levels of violence against women in the region:
The use of women’s bodies in advertising and marketing in Guyana has increased in proportion to the intense levels of violence that many women and girls face. Around the world, many advocates against violence campaign against the objectification of women in the media.
When we wrote about the Banks ad on our facebook page, one reader responded that we were focusing on non-issues to the exclusion of other more important ones, that for that reason no one takes feminists seriously and that alcohol advertising must use sexualized and racialised images of parts of women’s bodies because their target audience is men:
rrrriiiiiggghttt, when you all are done you will turn alcohol ads into what? milk ads? these products are mainly marketed at MEN hence the sexy images, instead of flustering over a beer commercial why not campaign for real issues affecting women, such as the right to choose and abortion rights.
This is why women’s rights movements are now viewed as nuisance groups.
This perception of feminists as “nuisances” is as old as the sexist, racialised images Caribbean marketers trade in. So too is the old trick of accusing us of failing to understand what the real issues are and of being selective in acknowledging our activism.
Another reader had this to say:
this frankly sad but strange logic is more common than not from your average Caribbean woman. A function of how much out popular culture of hypersexualising not just thoughts, but songs, slang, our festivals like Carnival and Chutney fetes in T&T…Its really disturbing to read someone say its aimed at men so must be OK. Where’s the subtlety? Nobody’s saying wear a sack but whatever happened to commercials where companies never felt the need to tell us that brown never looked so tasty.
Her comment highlights the fact that since these racialised, sexist images are EVERYWHERE they have become normalized.
Well, a few flustered nuisances will be doing what we can to highlight to contextualize and historicize these images. Join us! CODE RED has started its own campaign asking our readers and members to send us sexist ads from across the Caribbean. You can email us too at redforgender [at] gmail [dot] com.