Etrade: Selling Stocks With Racism

racismWhile stuck watching the profoundly moronic and outdated Belmont Stakes in my apartment’s exercise room last weekend, I encountered E-Trade’s notorious “black baby” commercials.  I almost fell off my treadmill.

Watch this appalling shit here and here.

As the white baby controls all aspects of the situation and voices all the reasoned thoughts, the black baby sings, trips out, echoes white logic, and makes a sexual come-on.  Can you imagine these ads getting made and aired if the skin colors were reversed?  No chance in hell.

I guarantee you that all of this was carefully planned by E-Trade’s marketing team.  As I documented in my book, The Consumer Trap, big business marketers are extremely sensitive to racial stereotypes, and are driven by the logic of their enterprise to exploit and perpetuate, not challenge, them.

The other important aspect of this blatant neo-racism is that it is targeted at elite audiences, who absolutely eat it up, not least because they think it’s a great thing for they themselves to be willing even to look at and possibly, maybe interact with a black person (both acts they have only recently begun to contemplate).

The truth, of course, is that contrary to long-running claims that Joe Sixpack is the source of all benightedness, our lovely overclass has always held by far the worst and least accurate view of human beings and human affairs.

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