Hutchinson 1 Derrick Hutchinson Elizabeth Caruso English 1101 5 November 201313 November 2013 Rhetorical Analysis: Intel AdIntel:

Science with a Racist Twist At first glance, the Intel Advertisement, that was recalled and terminated in 2007, appears to be nothing more than a an ayour average company advertising its products benefits to a target audience. The audience perceives that their business will be enhanced if they are to use Intels software and systems. This particular advertisement establishes that the target audience is, most likely, a businessman or businesswoman. By incorporating Intels products into the readers own business, the reader could assume based on the text in the advertisement- that their employees would become more efficient and productive. However, at a second, more thorough view of the advertisement, it is clear to anyone that the advertisement contains a racist connotation. By depicting a white, smug-looking businessman and a group of kneeling, black athletes, the advertisement takes upon a more sinister look. Why would Intel a respectable, knowledgeable group of scientists and inventors- make such an astonishing advertisement and proceed to publish it for the American people to see and judge? Intel created this advertisement to include a specific connotation for the audience in which it associates higher thinking and improved performance with racism. The ad is not a type of hidden codex of any means. The advertisement is blatantly and flagrantly portraying white supremacy. Why would a white businessman have six kneeling, black athletes all bowing to him? In todays society, they wouldnt.
Commented [BC2]: Unnecessary your here. Commented [BC1]: Where is your descriptive title?

Hutchinson 2 The text in the advertisement, which is placed above the group of people, says Multiply computing performance and maximize the power of your employees. Theemployees. The text takes on a whole new meaning when joined with the image. Surely there is a different way to show that Intels products enhance a business. With six black males kneeling under the presence of the white male, the ad can easily be associated with an idea of racism mis,understood, maybe a bit too easily for some. This can be compared with another, similar advertisement by IBM suggesting that businessmen are smarter and more efficient workers than businesswomen. With the text above the businessman reading Just learned discounted cash flow techniques with 40 other analysts and the text above the businesswoman reading Just learned a five-letter word for bellybutton, it isnt difficult to interpret that IBM believes that its male business owners are capable of learning more than female business owners. The two ads are similar in their underlying meanings by attempting to associate ideas of sexism and racism with technology, business owners, and the working environment many of Americans are in today.. The Intel ad focuses its attention on the white, male business owner and the IBM ad does the same. The two ads are also similar in the colors that were chosen to depict the ads. Why are the two ads featuring very bright, promising colors when they are obvious representations of racism and sexism? The bright colors of the Intel ad represent an accepting, easy-going feeling that Intel are attempting to relate with racism. The same could be said for the IBM ad associated with the idea of sexism. Perhaps it is just an ill-configured advertisement with faulty color schemes and poorly chosen imagery and symbolism. On the other hand, the ads could easily be completely intentional and the color schemes were chosen for a reason. The bright colors of the Intel ad
Commented [BC6]: The first sentence here asks a question that the other sentences dont answer, leaving those two sentences without a real purpose. Also, the last two sentences of the paragraph talk about color, but not in depth. I would suggest pointing to very specific pieces of the ad (other than the pieces you point to in the next paragraph), in order to show how color is working or not working. Commented [BC5]: Although you have shown how IBM mocks these two groups of people, Im not sure that you have shown that the two are similar in their underlying meanings. Work to shift to more accurate language, either to demonstrate the idea, or to tell of what you have actually shown here. Formatted: Highlight Commented [BC3]: You may want to work on more seamlessly incorporating the ideas from your questions. Although questions can be used to provoke a thought, questions are often used when the writer doesnt give the answer. Your audience will want to know the answer. Also, you include the text sentence at the end of the paragraph that is talking about the picture. Since you talk about text in the next paragraph, use it toward the beginning of that paragraph. Formatted: Indent: First line: 0" Commented [BC4]: Would this be the right word, if thats what they were aiming for anyway?

Hutchinson 3 represent an accepting, easy-going feeling that Intel are attempting to relate with racism. The same could be said for the IBM ad associated with the idea of sexism.

The continuing theme of racism can be seen in the imagery, colors, and what is actually in the Intel Expanding more upon the imagery, colors, and what is actually in the Intel advertisement, we can see a continuing theme of racism. Ifadvertisement. If the fact that the black men are portrayed as kneeling to the white businessman isnt enough to convince a person that the ad is racist, then looking closer at the ad in detail will reveal even more. Looking closely, it is also clear that each of the kneeling men are shown wearing the exact same uniform and each have shaved heads. That uncanny resemblance to one another could be suggesting to the audience that every black male looks the same, when in reality that is completely untrue. Also, every one of the black men are not as happy as their white counterpart. Looking at their faces closely, each of them seem to be stressed because they are all sweating and have serious looks on their faces. The businessman appears to be under no stress at all, isnt sweating, and has a smirk across his face. Moreover, the Intel advertisement represents two distinct meanings. On the surface, the ad is harmless, and attempting to persuade business owners to buy Intel products, which seem to offer a way to increase performance in ones business. The other, more in-depth meaning shows racist symbolism that is obvious to anyone in the country. With the use of accepting, pure colors that are bright and promising paired with the blatant racism of white supremacy, the ad attempts to associate racism with a comforting background. Along with the use of colors and the obvious racist depiction, Tthe ad also attempts to combine the use of colors and obvious racist depictions all of these elements together while appealing to an audience of business owning persons.
Commented [BC8]: This phrase seems to repeat what you just said. Might you be able to start with a variation that begins with the next phrase? Formatted: Highlight Formatted: Indent: First line: 0" Commented [BC7]: I like that you position the continuing theme of racism as the main idea of your paragraph, but work to highlight it a bit more. From expanding to advertisement, you flounder a bit, making the racism idea an afterthought.

Hutchinson 4 Appealing to a group associated with economic growth and stimulus is not only dangerous, but offensive within itself. How can a company market their products as useful and effective while displaying a horrendous image that can be easily linked with something as sinister as racism? Any ethically intact business would have immediately spotted the mistake (if it was one) and corrected it. Intel then, are obviously not an ethically intact business because they market their products in an offensive manner. Likewise, a well-put-together business such as Intel would never market their products in such an offensive manner. Linking racism with a company should never occur in todays society, as the times of segregation and discrimination should be left in the past.
Commented [BC10]: Overall, you have a very strong argument, but I only see you using one of your other ads. Your Playstation ad could definitely work to highlight the idea of color in your original ad. Commented [BC9]: How can you phrase this differently, since it seems that they did attempt to do this?

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