Continuing with today’s discussion in class on advertising stereotypes, I wanted to mention a cover on Vogue that developed alot of controversy over the summer.
This image of basketball player LeBron James with model Gisele Bundchen developed much controversy. Critics felt that it was perpetuating racial stereotypes. Many have referred to this cover in relation to King Kong, because LeBron poses in a gorilla-like manner, as he dribbles a ball with supermodel Gisele in the other hand relating to the damsel in distress. A Magazine Analyst, Samir Husni feels that the photo was done deliberately and considering Vogues history when they publish the magazine there is always a lot of thought put into it. This in fact related LeBron it to King Kong showing that black men always want white women. On the contrary LeBron James was comfortable with the cover and said that he receives both positive and negative publicity and who cares what people have to say.
Two readers commented in USA Today saying
One said:
“This cover is very hurtful to the white basketball players. It screams that only blacks can play basketball, be successful and that white women would choose a black man over successful white man. I am boycotting Vogue from now on.”
Another reader said:“He’s a basketball player who is known for his abilities…what kind of face should he be making? He is in his element, whether black, white, or purple, he IS a basketball player. It’s not like they took just some tall black guy and made him wear a basketball uniform and have a blonde jumping up and down for him. Sheesh. People need to seriously get over themselves and stop taking things so seriously.”
My personal opinion:
I remember when I saw this magazine at Publix a store in Atlanta Georgia and a white woman said isn’t this true, I’m not to sure what she was implying, but I was very offended by the cover as a young African American woman, and didn't not particularly like the portrayal of our black men, which showed similar characteristics of a Gorilla. Whether Vogue did it deliberately or not, there are always two sides of the spectrum that the mass media should take into mind when delivering to the public, of course this is never an easy task. I just thought it was interesting to post, especially in relation to our class discussion.