The Use Of Sambo In Advertising

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In the nineteenth and twentieth century of the advertising scene, African American adults and children were used to advertising products that the public chose to refer them as "pickaninnies" or more offensive the African Americans were named called a "darkie." Most of the time, they are ridiculed in American advertising because of their skin color. The term "Sambo" is "the most effective ethno-racial term used in advertising." (title,.. 27). The derogatory term "Sambo" describes Blacks as low-class citizens who would do anything to grab the attention of the White's. So, the word "Sambo" was created to attract consumers to buy Sambo chocolate milk or Sambo brand watermelons. The ads spoke of stereotypical imagery. For example, an ad of a young
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