Professional Documents
Culture Documents
In todays, consumer centric market, advertising is seen as medium for the propagation
of advertisers messages which are often ingrained with cultural and political ideologies.
However, as society becomes more complex, consumers begin to become more socially
aware and tend to be less tolerant towards content that is not within the bounds of what is
deemed to be socially acceptable (Waller, 1999). The chosen Sony advertisement depicts a
white model, grabbing the face of a black model, with the phrase ‘PSP white is coming’ at
the bottom. This advertisement ran only in the Netherlands in 2006 and was meant to
highlight the launch of the new white coloured Playstation Portable gaming console in
addition to the already present black coloured model of the console (Engadget, 2006).
Throughout the circulation of the advertisement, it was largely received negatively and Sony
was forced to pull the advertisement from print and issue a statement on the matter (Polygon,
2017). The negative reactions towards this advertisement can be traced to the fact that many
consumers believed it to be insensitive, as the depiction of the white model grabbing the
black model by the face can be construed as associating black with being inferior to white
and could be seen as promoting interracial fighting (MTV, 2006). However, Sony defended
the advertisement by saying that it was only meant to highlight the contrast between the white
and black model of the Playstation Portable and that no racial undertones that are apparent in
the advertisement were done intentionally (Engadget, 2006). The objective of this essay will
be to break up the hidden messages placed in the advertisement and to provide a detailed
analysis with the ideas brought forward through semiology and discourse.