Media Would You Trust This Dark-Skinned Nanny With Your Perfect White Child?
posted by December 6 at 13:32 PMon
Today’s Seattle Times’ Life and Arts section has an ad for a background-check company called Intelius. The ad shows a dark-skinned “nanny” with a dark, frizzy pony-tail loading two perfect-looking blond-haired, blue-eyed kids into a white minivan in the suburbs. The back of her tank top reads: “Nanny for Hire. 3 Drunk Driving Convictions.”
The TV ad, which features the same scary, dark-skinned convict, dispenses with subtlety altogether, showing the woman (who appears to be Hispanic) marching her perfect white charges through the perfect white suburbs and strapping them, doe-eyed, into the back seat of a van. (It also includes a fraudulent contractor and a dude in a red sports car with a “long history of domestic violence”—speaking of stereotypes):
Awesome. Why bother with subtext when you can use straight-up racism to scare readers into buying your services?