Marketing in Thailand, the USA, Africa, Europe, and all over the world is outrageously racist - even though it’s not intentional. Billboards, commercials, websites, and other forms of marketing exemplify white skinned people in predominately dark skinned countries. I don’t quite understand why this is? I doubt that it is racist in itself, but dark skinned people around the globe are most certainly discriminated against. Instead, I think that the global economy puts a “premium” on Caucasian features, and wrongly so, to their own detriment and to the detriment of dark skinned people everywhere. Therefore, the marketing departments of major corporations create advertising pieces that utilize “white” looking people with some Asian features, just not their skin. The Asian features that I notice in the models that appear in marketing pieces are: slightly angled eyes and black hair; if it wasn’t for these features you would think they were white people and from Kansas City. Below are some pictures that I captured on the way to the King of Bangkok’s international airport:

Notice that in this clothing Billboard the model is white and exemplifies business, success, and happiness. This is in a country (Thailand) where the majority of its citizens are of dark color.

This is an advertisement for clothing again and shows a young white couple dressed hip, trendy, and cool. Again, this is in Thailand where youngsters are being told through advertisements that white is the most beautiful color, the best color, the coolest color.

Here is a billboard for Thai Airways and shows a white looking Thai woman in the lower left hand corner. I was looking for a woman that looked like this in Thailand - believe me - I looked very hard and couldn’t find her. Another example of corporations using white people to advertise products and services in a society that is dominantly dark skinned.

Above is another airline advertisement from Bangkok Air; I believe, but yet shows another example of white skin being advertised in countries that are dominantly dark skinned. When will the world stop looking at white skin as superior? I think marketers and advertisers need to wake up the fact that advertising dark skinned people is actually a very effective way to advertise. In America many brands have successfully used dark skinned models to advertise their clothing lines and services. Brands such as American Apparal realize that using people of color is not only cool and beautiful - but also progressive and socially “cool” and therefore white people recognize this and want to be associated with social change; social prosperity, intelligence, and equality for all.

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