06.05.08
1 Pack = 1 Vaccine commercial
I tend to pride myself in not being overly sensitive, so perhaps this reaction could be considered a moment of weakness. However, while watching Law & Order (guilty pleasure) this afternoon, I happened to see the new Pampers 1 Pack = 1 Vaccine commercial.
In this commercial, a white mother and child receive the thanks of other mothers and children who appear in ethnic clothing representing the various countries that the Pampers cause is aiding. The idea that for every pack of diapers purchased one vaccine is made available is indeed truly commendable. However, I am more disturbed with the second message that this commercial conveys.
To me this commercial implies that all non White races are not modern, are extremely ethnic, and need the help of a white America to guide the way. Whoever created the commercial was at least somewhat aware of the discrepancy in race and knew how to manipulate race imagery. The main mother is walking on an affluent street pushing a baby carriage and all the other people on that street are white as well. However, all nonwhite actors are wearing ridiculously stereotypical clothing. A small Mexican child runs up in a woven poncho at one point, and an Asian woman turns to reveal that she is wearing a rice farmer’s hat. All of the women and children are breathtakingly beautiful, yet none of them are wearing modern clothing. I don’t see how the commercial could have been weakened if it was a modern Asian, black, or Hispanic woman walking down that same street. If nothing else, it would have actually strengthened the commercial by eliminating the overtly condescending tone.
In about 3 minutes the entire commercial has shaken my comfort as an Asian woman, and it also has awakened a deep fear within me. My anger and frustration with this commercial stems from my worries about respect and the way I am viewed as an Asian American. I identify with the modern culture–I see myself as living affluently, elegantly, and privileged. However, I also identify with my race. I watch this commercial, and it dawns on me that maybe when white people view me, they see me as the peasant rice farmer walking on their rich white affluent street. They must think then that I don’t belong and am attempting to assimilate by adopting “their” ways of dress and lifestyles.
Why should I be made to feel this way when watching their commercial when I was in fact born into my privileged lifestyle? My parents worked hard both financially and socially to provide me with equal opportunities. Because of past encounters with verifiable assholes and racial stereotypes, I have become acutely aware of my Asian “difference;” thus, when commercials such as these grace my time with Law & Order, they only serve to weaken my confidence in my place in society as an Asian American.
However, my insecurities with my identity are my concern exclusively. There is no way that a diaper commercial could create this sensitivity within me. Furthermore, I don’t expect anybody but myself to own up to causing these insecurities because they are a product of the way I internalized certain altercations. BUT, the subtle message that this commercial conveys encourages the belief that other races are powerless and poor. That it is the grace of modern white America who can provide the necessary help. It is undoubtedly viewed through Western eyes, and I worry that for those that already see whites as the only modern race, that this commercial will serve to instill the backwards uselessness of other races.
To some, my observations will come off as sensitive, but I think my concerns are extremely valid. Please take time to view the commercial and perhaps buy a pack of diapers because it is only fair to admit that at least their mission is extremely admirable.