2 • BENNETT BANNER • MARCH 27, 1998
OPINION • OPINION • OPINION • OPINION ' OPINION
Paquita
Herring
Negative advertising is
a form of disrespect
When the Rev. Paul Scott of Durham and the Inspiring Men
to Act Against Negative Influences (IMANI) saw the alcohol
beverage "Phat Boy," (which began selhng four months ago) they
considered its marketing a slap in the face for the African American
community. Scott said the marketing of malt liquor targets youth
because it is cheaper, comes in a bigger bottle and
has a higher alcohol content than beer. The front
of the bottle is a picture of ginseng, a reputed
aphrodisiac, and a red black and yellow label.
Previously Scott called attention to alcohol and tobacco
marketmg by leading a boycott against Everfresh Juice Co. which
packaged fruit juice in flat square botdes that resembled a whiskey
bottle. As a result stores pulled the juice from shelves.
The African American communities need to put an end to
the negative advertising, tobacco and alcohol are only two of the
many things that are plaguing the black community. The companies
use stars such as Ice Cube to advertise beer because that is who they
feel represents the majority of the black community. The community
as a whole needs to pull together to fight against negative advertising
by recognizing the messages that are aimed at the black community
and not feeding into them. Once we look at negative advertising as a
blatant form of disrespect then we can work to make sure that
advertisers conform to our standards.
The opinion expressed in this column is that of the author and does not
necessarily reflect the opinion of the Bennett Banner staff
Student Opinion Poll:
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The Bennett Banner is a laboratory newspaper published twice a
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duced by and for students at Bennett College. The newspaper
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Public Affairs and Marketing Office.
What should be done about the negative advertising
being presented in the African-American
communities? Photographs by Ronda Stingley.
rii' ,
i
DEMETRIA BELL
CLASS: JUNIOR
MAJOR: PSYCHOLOGY
HOME STATE: OHIO
Negative advertising can be
handled like all other evils over
which the masses have no
control. In our homes we must
teach our youths about these
advertisements and what they
contribute to the black commu
nity, also we need to explain the
consequences of supporting
those products which highlight
blacks in a negative fashion.
SAMETRIA HART
CLASS: SOPHOMORE
MAJOR: ACCOUNTING
HOME STATE: VIRGINIA
Prove all negative statements
wrong in a nonviolent way.
THERESA A. BUSH
CLASS: JUNIOR
MAJOR: MASS COMM.
HOME STATE: OHIO
Negative advertising in the black
community is degrading. Ebonics
should not be used in advertising
towards blacks because it is
ignorant. Not everyone talks and
thinks in an Ebonic manner.
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U'v-
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TRACEY CALDWELL
CLASS: FRESHWOMAN
MAJOR: COMPUTER SCI.
HOME STATE: WASH., D.C.
The negative advertising in black
communities should be replaced
with more positive images. For
instance, instead of the bill
boards of a half-naked woman
with a malt liquor bottle there
should be a sign about how
"Knowledge is Power" This may
help change the negative way of
thinking in our communities.
LESLIE FERGUSON
CLASS: FRESHWOMAN
MAJOR: ACCOUNTING
HOME STATE: MASS.
I think we should seek to
promote change in our communi
ties through furthering educa
tion. Education provides power
to offset the negative influences
and portray positive images for
the children of our future.
KEITA WHITE
CLASS: SENIOR
MAJOR: MASS COMM.
HOME STATE: NEW YORK
I don't think there is anything
you can do except look at
ourselves and find out why we
are their target audience.