Business Report

Executive Summary

This report provides an understanding on how an advertisement posted on YouTube under the title Is this the most racist advertisement ever? (from China): Qiaobi is perceived by the audience. This research is relevant because it is important to examine why advertisements are perceived as inappropriate and discuss how they should be changed. The standpoints of the primary and secondary audiences were assessed.

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The primary audience is this author and 20 respondents who took part in the survey. The survey consisted of five questions-statements with five possible answers to choose from on each question. The analysis of the answers shows that the majority of respondents consider the advertising to be not funny (13 respondents) and even racist (15 respondents). This aligns with this author's personal opinion. The survey also reveals that a significant majority of those surveyed think that this advertising will have a negative influence on sales (16 respondents) and do not see any redeeming qualities for the audience (13 respondents). Only 2 participants think that the target message is delivered properly.

The secondary sources were represented by articles introduced in on-line journals from all over the world. The authors provide their own opinions and provide responses of viewers taken from social media. All five articles support the notion that the advertisement is racist. Thus, the analysis of views from primary and secondary sources shows that the majority of viewers think that the Qiaobi advertisement is bad because it equates being Black to being dirty. In order to improve the advertising, the following recommendations were developed: replace the Black actor with a Chinese man in the very beginning and change his image after washing in the washing machine with the use of Qiaobi detergent; wash the T-shirt only; and wash both individuals (i.e. the Chinese woman and the Black man) and make them more beautiful).

Introduction

The current work will provide a discussion and analysis of an advertisement created by Chinese-manufactured laundry detergent and posted on YouTube under the title Is this the most racist advertisement ever? (from China): Qiaobi and various opinions on it. The purpose of this report is to determine whether this advertisement is considered offensive by the broad audience and if so, provide recommendations for how it should be changed. The work started with the precise development of its problem question and the purpose which form the frames for further research.

The next step was to examine the audience for the advertisement. The viewers were divided into primary and secondary groups. The precise analysis of distinct characteristics, views, and necessities of these two groups separately will provide a better understanding of their attitudes to the advertisement, their influence on its perception, and the formation of the demand for Qiaobi detergent. The sources and methods of collecting the primary and secondary information were then discussed. The primary data was collected using a special survey.

This will provide an understanding of the course of the research. The project outline will show the steps necessary for realizing the project, while the work schedule will depict the time of the performance of each step. The processes of the gathering primary and secondary data will be also considered. The major part of the work will be devoted to providing personal opinions concerning the discussed advertisement, analysis of the survey results, and an assessment of the information from secondary resources. The final part of the current work will include a conclusion and analysis based on the findings and recommendations for the Qiaobi marketing team which could improve the advertising of the product. The precise consideration of the advertisement, personal opinions about it, and an analysis of primary and secondary sources enable to master personal skills of the development of business reports.

Stating the Problem and Purpose

Stating the Problem Question

A controversial advertisement by the Chinese detergent brand Qiaobi has been perceived as racist towards the Black race. The major problem question which will be revealed in the current work is the following: is the Qiaobi advertisement featured on YouTube indeed racist and if so how it can be improved? This problem question is composed of two sub-problems. The first one would reveal why the discussed advertisement is objectionable towards the members of a particular race. This sub-problem will be studied by using specially developed questions in order to collect the responses of both the primary and secondary audiences.

The purpose of this is to make the investigation of this sub-problem impartial and relevant. The precise and grounded investigation into why the presented advertisement is considered inappropriate will form the background for solving the second sub-problem, which is represented by the following question: how could the Qiaobi advertisement be improved? The solution to this problem includes offering suggestions that would totally eliminate the objectionable content in it.

Stating the Purpose

The major purpose of this paper is to present a report to the CEO that will highlight the issues of the advertisement, posted on YouTube and titled Is this the most racist advertisement ever? (from China): Qiaobi that make it inappropriate, and introduce strategies to ensure that the company acts culturally sensitive. Additional attention should be paid to the fact that the determination of characteristics should be relevant for making grounded outlines and recommendations. This purpose will provide a clear understanding of which elements in the advertisement should not be used in order to eliminate the possibility of offending representatives of a particular race. At the same time, this work enables the mastering of personal skills for the analysis of advertisements and videos, determining their evident and hidden message to viewers, the perception of the advertisements by the audience, and developing the actions which may improve the advertisements.

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Facts and Findings

Discussion the Necessitates to Segment Audiences

The audience of the Qiaobi advertisement can be divided into primary and secondary groups (Pitchard, 2011). The primary audience consists of people who watch the advertisement and received the message from it directly (Pitchard, 2011). Most likely, they will make a decision to act on the company’s message. This can be reflected in purchasing the product. The secondary audience is comprised of people who obtained information about the advertisement indirectly (Pitchard, 2011). They may have heard about it from their relatives, friends, and co-workers; read blogs and articles in periodicals; watched discussions of this advertisement on various talk shows, etc. Thus, their view concerning the advertisement is based on the views of the primary audience. At the same time, both audiences may influence each others' views and decisions because their perceptions may change while discussing the advertisement.

This segmentation is necessary in order to understand which groups were most affected by the advertisement (Pitchard, 2011). Determinating their distinct characteristics, values, and needs makes it possible to create the message that will be perceived as acceptable and interesting and at the same time will lead to higher sales of the product. In the context of the current work, additional attention should be paid to the fact that the company should analyze the characteristics concerning the way the secondary audience obtained information about the advertisement. These characteristics may include the level of knowledge, attitude towards the source of information, and interest. This is extremely necessary because this audience formed their attitude towards advertising on the background of analyses made by other people.

The segmentation of the primary audience is extremely necessary for creating a successful advertising campaign. To this end, Bob Pritchard (2011) stated, “Each of these considerations [value terms of these primary and secondary audiences] will take your [company’s] advertising dollar much better” (p. 197). That means that it would enable the company to use its financial resources more effectively as it seeks to raise its sales.

Anticipating Primary Audience of the Discussed Advertising

The primary audience of the Qiaobi laundry detergent advertisement consists of the people who watch this advertisement on TV and prior to the movie showings at the Chinese-operated Wanda Cinemas (Ivan, 2016). They are representatives of all ages, genders, nationalities, religions, and social statuses. This statement is based on the understanding that all of them watch television. Thus, these viewers in particular would analyze the advertisement, form their views on it and the product being advertised, make a potential decisions concerning purchasing or not purchasing this commodity, and discuss the advertisement with others.

The discussed primary audience has a clear understanding of what the advertisement looks like, as they saw it with their own eyes. Thus, the views of this group are formed on the background of actually having seen the video, their moral and ethical perceptions, their intelligence, and other factors. These viewers are not affected by the opinions of other people until they become aware of the opinions others have about it from conversations, videos, or articles. That is why they may need to know how this advertisement is perceived by others. This is necessary in order to consider the advertising from various standpoints and form a more impartial attitude about it.

Anticipating Secondary Audience

The secondary audience of the discussed advertisement is represented by friends, relatives, co-workers, and other people who surround the primary audience and with whom the advertisement was discussed. Moreover, this type of audience also includes Internet users who read articles about the advertisement or watched video reviews about it in addition to watching the video itself on sites such as YouTube. The additional attention should be paid to the fact that these video reviews would contain not only the advertisement but also comments about it.

Unlike the primary audience, the secondary audience has a clear understanding of how the Qiaobi advertisement is perceived by others. Their knowledge about it is based on what they have gathered from perceptions of authors of articles, videos, participants of talk shows, and friends and family who have discussed this advertisement with them. That means that the personal views of those who make up the secondary audience are greatly affected by the individual’s values and opinions of the primary audience. In this discussion, additional attention should be paid to the personal attitude of the secondary audience to the source of information. For example, if the reader of an article about this advertisement considers the source where this article was written as a relevant and reliable source of information, the reader’s acceptance of the analysis introduced in this article will be high.

At the same time, if the source where the viewer watched or read the critique of this advertisement is considered unreliable, the critique will not be regarded as grounded and relevant. That is why the secondary audience needs to actually view the advertisement and form its personal opinion about it. Moreover, similar to the primary audience, the secondary audiences should also familiarize themselves with the views presented in other sources. This is necessary in order to collect various opinions about the same advertising and shaping multi-faceted the perceptions of it.

Determination of Sources of Collection of Information

The current work will be based on the personal opinions of 20 participants who watched the controversial Qiaobi advertisement and filled out a survey based on their responses. The participants will be representatives of various ages, both gender, and nationalities. This is necessary for the assurance of grading of these characteristics on the made outcomes. The major inclusion criteria will be their familiarity with the Qiaobi advertisement and agreement that their answers to the questions will be used in this research. The major exclusion criteria were an unwillingness to take part in the survey, which results will be openly presented to the broad audience. The personal impression on the advertisement and the survey answers provided by the participants may be labeled as opinions of the primary audience because they are formed by the individuals who watch the video with their own eyes.

In the context of the current work, it should be noted that secondary sources will be also considered. They will be represented in the form of articles which were found on various websites. There are several inclusion criteria: the use of two well-known and reputable websites and discussions on the advertisement and providing various opinions on the discussed matter. This was necessary in order to avoid repetition of the same views and single-sided consideration. All the sources were in English. The major exclusion criterion was a repetition of the notions concerning the Qiaobi advertisement.

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Determination of Methods of Collection of Information

The method of collecting information from the primary audience that will be used in the current work is the survey. It is comprised of 5 statements each of which will have 5 possible answers to choose from. These questions were specifically developed for this research. They are introduced in the appendix.

The survey method was chosen because it makes it possible to collect and measure the various opinions of the representatives of a broad audience concerning the discussed matter. The performed survey will be conducted anonymously. The participants will be informed about this fact prior to taking part. At the same time, this method can be easily performed and administered for a significant group of participants. The obtained answers can be analyzed in a straightforward manner. Thus, the outcomes will be accurate, reliable, valid, and impartial. Moreover, the conclusions can be compared with the conclusions of similar surveys. Furthermore, this questionnaire is close-ended meaning that the participants are limited in how they can express their opinions. The number of other distinct characters of participants may influence the obtained outcomes.

The method of collecting secondary information was accomplished by applying Google Search in order to find articles that were relevant for the current work. This method is considered to be appropriate for this project because it enables the researcher to find numerous sources without spending significant time and resources. Moreover, Google Search provides the ability to use special keywords to simplify the search for information.

The Project Outline and the Work Schedule

The Project Outline

The purpose of the current project is to create a special report for the Qiaobi marketing team explaining why their advertisement posted on YouTube and entitled Is this the most racist advertisement ever? (from China): Qiaobi is inappropriate and what should be made to improve it. This objective can be achieved by collecting the views of various people about this advertisement by applying a specially-developed survey. Emphasis should be made on the fact that the questions should be thoroughly developed and the answers should be precisely analyzed in order to provide relevant explanations and recommendations.

The realization of the project consists of the following phases: choosing the topic, studying it, forming a personal opinion about the advertisement, determining the methodology for supporting or rejecting personal opinion, developing a special questionnaire, finding the participants to take part in the survey, completing the survey, analysis of participants’ answers, drawing conclusions, and presenting them in the form of report and recommendations to the Qiaobi marketing division.

At the end of the project, the generalized opinions of the audience about the Qiaobi advertisement will be formed. The expected results of the project are the strong consideration that the discussed advertisement is racist. That is why it should be changed by modifying the plot of the advertisement and eliminating the emphasis on the race of the actors.

The Work Schedule

The work schedule will present the time of the performance of each phase of the project.

Gathering the Primary Data

The primary data for the current work will be composed of the personal impression about the advertising and the answers of the participants of the survey.

Generating the Personal Impression

The personal opinions concerning the advertisement posted on YouTube under the title "Is this the most racist advertisement ever?" (from China): Qiaobi is based on its plot A young Chinese woman puts clothes into her washing machine. A young Black man holding a bucket of paint and a paintbrush enters the room and gives her a cat call whistle. The woman motions him to come closer using her index finger. When he attempts to kiss her, she sticks a packet of Qiaobi detergent into his mouth and stuffs him into the washing machine (Laowhy86, 2016). After completing the washing process, she opens the machine and discovers that the Black man has turned into a Chinese one. She is very impressed by this transformation. The Chinese man holds out his hand with a detergent packet in it and winks into the camera.

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Responses on the Survey

The second type of primary data is represented by responses to special survey questions obtained from the participants. The participants were sought out via the Internet, particularly by using Facebook. They were invited to take part in a special survey. During personal meetings, they answered the questions by selecting one of five possible answers. The survey was performed anonymously. Additionally, the information about the race and gender of the participants was collected. This information is considered to be relevant for the analysis of the obtained answers. The responses to the survey questions are presented in Table 1.

Searching Secondary Sources and Gathering Information from Them

The secondary information that was used in the current work is presented by various articles which were obtained from the Internet. They were found using Google Search. The following keywords were used: Qiaobi advertising, the most racist Chinese advertising, discrimination of blacks in China. They are the following: What's behind China's 'racist' whitewashing advert?, Everyone's angry at this racist Chinese ad, but it says something about America too is Qiaobi too easy a target?, This Chinese laundry ad is racist, but it's hardly the first, People are outraged over this super racist ad from China, Of washing power, Afrophobia and racism in China, and China's Qiaobi detergent ad labeled “raw racism”.

Discussion and Analysis

Providing of Personal Consideration of the Advertising

In my opinion, it is obvious that Qiaobi advertisement is highly racist. The basic message of the advertisement is that Black people are somehow dirty and unattractive, but that they can turn into something more appealing (in this case a Chinese man) if they are put into a washing machine like dirty laundry. This is an offensive indication that the advertisers believe Asians are the superior race.

Presentation of the Characteristics of the Participants

Characteristics of participants may play an enormous role in the formation of their visions concerning the advertising. The current work will pay additional attention to the gender and race of the respondents. The number of males and females who took part in this survey was equal, i.e. 10 men and 10 women. Thus, the outcomes of the survey equally depict of the opinions of representatives of various genders concerning the Qiaobi advertisement.

Another characteristic of the participants is their race. The representatives of White, Black, and Asian races took part in the experiment.

Arranging the survey of almost the same number of representatives of various races safeguards against the influence of race as a factor on the obtained outcomes.

Analyzing and Discussing of Survey Results

The precise analysis of the responses to each statement will make it possible to create the whole picture of the public opinion concerning the Qiaobi advertisement. The first statement was developed in order to determine whether the respondents consider the discussed advertising as racist.

The results show that the majority of respondents (10 responding with strongly agree and 5 answerings that they agree 5) believe that this advertising is racist. A smaller number of surveyed individuals remained neutral (3 participants) or disagreed with the statement (2 participants). At the same time, none of them chose strong disagreement in response to this statement. These figures provide a clear understanding that the audience has strong convictions that the advertising was highly offensive.

The second question-statement enables the researcher to find out the opinions of the respondents concerning the possible negative influence of the advertising on the sales of the product.

Most of the respondents stated that this advertising would badly affect the sales (with 12 of them indicating strongly agreed and an additional 4 responding with agreed). These figures can be explained by the fact that the majority of respondents consider the advertising to be racist and understand that racism is socially unacceptable today. The number of individuals who hold a neutral opinion or disagree with this question-statement is almost the same as in the first statement.

The next statement was designed in order to determine whether the Qiaobi advertisement could be considered humorous.

The majority of respondents do not support the statement that the presented advertising is humorous (7 people strongly disagreed and 6 people disagreed). However, a total of three agreed at some level (1 respondent strongly agreed and 2 respondents agreed). The prevalence of the opposing views can be explained by the fact that many people think that this advertising is racist and therefore not something to laugh at.

The fourth statement provides the ability to find out whether the audience regards the advertisement as the means of positively attracting the attention of the viewers.

More than half of respondents (12 individuals) do not think the advertisement can be regarded as beneficial in terms of attracting positive attention (5 individuals strongly disagree and 7 individuals disagree). Moreover, the number of respondents who supported the statement was also relatively low (1 strongly agreed and 2 agreed). The answers can be explained by the conclusions made on the background of answers on the previous questions-statements, i.e. the apparent racist inclination, negative impact on the company’s sales, and not consideration it as funny.

The last statement used in the survey is the following: the business delivered its target messaged properly.

The majority of respondents do not support it (7 individuals strongly disagreed and 6 disagreed). In the personal opinion of this author, the participants understood that the creators of the advertisement featured in the video "Is this the most racist advertisement ever?" (from China): Qiaobi was deliberately associating filthiness as a characteristic of being Black while being Asian is synonymous with cleanliness.

Presentation of the Analysis of Survey Results in the Short Outline

Based on the analysis of all responses in the special survey, the majority of the respondents had strong beliefs that the discussed advertising is racist and not funny. They agreed that it may have a significantly negative influence on further sales of the detergent and did not believe the advertisement attracted the viewers in a positive way. At the same time, the respondents understood that there is a possibility that the marketers of Qiaobi did not necessarily intend to show disrespect to any particular race. These conclusions align with this author's personal views about the advertisement.

Analyzing the Information from Secondary Sources

The information critiquing the Qiaobi advertisement shown can be found in various sources and on-line periodicals. The article What's behind China's 'racist' whitewashing advert? written on the BBC website provides a general description and highlights the responses of the Chinese public based on their social media posts. For example, this advertisement was described by viewers as “awkward” (“What's behind China's 'racist' whitewashing advert?”, 2016). Some of the incredulous viewers asked such questions, as “do Chinese marketing people not have any racial education?” (“What's behind China's 'racist' whitewashing advert?”, 2016).

At the same time, this article observes that some people appear to be oblivious to the racist inclinations found in the advertisement. Additionally, the authors of the BBC article sought out the manufacturer of Qiaobi for comment. The owner of the detergent company, who asked to be identified as Mr. Xia, stated that did not know much about the advertising and pay attention to it (“What's behind China's 'racist' whitewashing advert?”, 2016). Thus, the presentation of various views and opinions found in this secondary source enables this report to provide a balanced consideration of the advertisement.

Nudd (2016) in his article “Everyone's angry at this racist Chinese ad, but it says something about America too is Qiaobi too easy a target?” provided a less comprehensive overview of the advertisement. The author described it is as “racially offensive” and “reprehensible” (Nudd, 2016). In his opinion, the tag line of the video -Change starts with Qiaobi - suggested that Black people are dirty when the advertisement should have focused on the effectiveness of the detergent to clean clothes. However, the author also states that while the advertisement is clearly unacceptable the outcry from Americans is overblown.

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Dexter (2016) in his article “This Chinese laundry ad is racist, but it's hardly the first” also provides a broad description of the advertisement and its sharp critique. According to the author, it is clear that the video introduces the idea that people with black skin are dirty. He provides numerous examples of other Chinese advertisements which also can be considered racist, as an advertisement by Asian toothpaste manufacturer Darlie (Dexter, 2016). Based on the author’s opinion, the wide use of Blacks as metaphors in China is regarded as entertaining. Dexter extended the opinion concerning the racism in Chinese marketing companies by presenting the notion that Blacks are not seriously well understood in China.

Fu (2016) in her article “People are outraged over this super racist ad from China” also discusses this advertisement. The author notes that it is “very racist” and “pretty bad” (Fu, 2016). She points out that notwithstanding the fact that the manufacturer of Qiaobi expressed regret concerning the controversy and did not shirk responsibility for it, the company still considers the viewers too sensitive (Fu, 2016). The author links the racist scenario of the advertisement with the suppression of minority groups (for example, Blacks) that exists in Chinese society.

An article introduced in a Hong Kong-based online news site will be used in the current paper for the representation of the point of view of Asian publishers on the discussed advertising. Castillo (2016) in the article “Of washing power, Afrophobia and racism in China” also states that the Qiaobi advertisement has given rise to numerous debates all over the world. For example, China was accused of racism and inadequate treatment of Blacks. Castillo notes the existing inequality and states that “dark skin … is often seem negatively” and “within this context, the Quaobi advertisement was seen by some as proof that there’s racism in China” (Costillo, 2016).

That means that the author supports the statements of previous authors that the advertisement is considered racist by some part of the audience. At the same time, he states that Chinese racial prejudice towards Blacks is not as widespread as discrimination in the West (Costillo, 2016). Moreover, Castillo states that the manufacturer of Qiaobi issued an apology for the advertisement after the intervention of the local government (Jackson, 2016).

The Al-Jazeera article “China's Qiaobi detergent ad labeled 'raw racism'” also concerns the advertisement. This news website, which originated from the Middle East, does not provide a sharp critique of the advertising. This source just outlines that many people are “miffed”, “angered” and consider it “raw racism” (“China's Qiaobi detergent ad labeled ‘raw racism’”, 2016). Interestingly, this article contains the following unusual idea: “traditional attitudes prizing white skin in women have contributed to bias against dark-skinned people” (“China's Qiaobi detergent ad labeled ‘raw racism’”, 2016). Thus, the authors indirectly speak about the discrimination on ethnic grounds that exist in Asia.

Presentation of the Analysis of Secondary Sources in the Short Outline

To summarize the articles introduced and discussed in the current work, the majority of them contain the notion that the Qiaobi advertisement is racist. Some of the authors presented their own opinion, while others relied on the views of the audience taken from social media. Several sources discuss the roots of and reflections on the offensive attitude towards Black people in China. However, these claims are not sufficiently supported. The additional emphasis should be made on the fact that the discussed articles are taken from on-line journals from different parts of the world. This was arranged for the elimination of the introduction of the standpoint of representatives of some particular location.

Conclusion

The current work discusses the controversial Qiaobi laundry detergent advertisement and the public perception about the ad. This was made for the purpose of providing a grounded report to the Qiaobi marketing division explaining why the advertisement is perceived as inappropriate and offering recommendations for improving the image of the company through its advertisements. The problem statement of this work is composed of two different sub-problems: is the discussed advertisement inappropriate and if so how it can be improved?

The solution to these problems in order to fulfill the set purpose is performed in numerous steps. The first one is the division of the audience on primary and secondary for a better understanding of their distinct characteristics, approaches of formation of their opinions concerning the discussed advertising, and their influence on sales of the advertised product. The primary audience is the group of people who actually viewed the advertisement and formed their opinions based on their personal constitutions. They may share their thoughts with others and influence them or be influenced by them. The primary audience represents the majority of possible purchasers of the advertised commodity.

In contrast, the secondary audience is represented by the people who have heard or read about the advertisement but have not actually watched it. The notions of both segments are considered in the current work. The sources of the primary audience’s opinions are personal considerations about the advertisement and the results of the survey. In the opinion of this author, the discussed advertising is racist and offensive. The audience’s opinions were collected based on a special survey composed of 5 statements. The questionnaire was introduced to 20 participants of both genders and all races in written form. The precise analysis of their answers shows that the majority of the participants consider the advertisement to be racist and not at all funny.

According to their opinion, this video does not positively attract the attention of viewers. It will have a negative influence on sales of detergent. At the same time, the majority of respondents disagree that the business delivered the target message properly. The source of the secondary audience’s opinion is the information presented in various articles found in online news sites originating from different countries. The majority of them provided an understanding that the authors and audience in social media consider the Qiaobi advertisement to be racist. This notion aligns with the personal opinion and view of most of the respondents of the special survey. In relation to the problem, the stated findings conclude that the advertisement is inappropriate and particularly racist. Recommendations on how it can be improved are provided in the form of three variants below.

Recommendations

The analysis of various standpoints concerning the Qiaobi advertisement forms the basis for the recommendations for improving this advertisement. The information on primary and secondary sources shows that the worst thing about this advertisement is the idea that washing a “dirty” Black man in the washing machine using Qiaobi detergent and turns him into a “clean” Chinese man. This blatant suggestions that having Black skin is associated with being dirty, which is obviously racist. Thus, all the recommendations will be directed towards improving this problem. On the one hand, such an approach will eliminate the racist implications, and on the other hand, it does not require significant efforts for the realization or considerable change of the plot.

The recommendations for improving Qiaobi advertisement are as follows:

  1. Replace the Black actor with a Chinese man from the very beginning and change his appearance after he finishes washing in the washing machine with the use of Qiaobi detergent.
  2. Wash the T-shirt only.
  3. Wash both individuals (i.e. the Chinese woman and the Black man) and make them more beautiful.

In the first recommendation, a Chinese actor would replace the Black actor. At the very beginning of the video, an average-looking Chinese man wearing a dirty T-shirt approaches the Chinese woman. The woman puts a Qiaobi detergent packet into his mouth and shoves him into the washing machine. After this, he turns into an extremely attractive male Chinese supermodel. I believe that such a change would be considered funny without offending anybody. At the same time, it will still be consistent with the Qiaobi tagline “Change starts with Qiaobi” because the appearance of the man would still be changed.

The emphasis should be placed on the fact that this particular man was changed in this variant because staying with the Black actor and changing the Chinese woman into a Black woman would make the advertisement less salient to the Chinese audience because the actors would represent another race.

In the second option, only the T-shirt of the Black man would be washed. There would be no replacement for either of the actors. Such an advertisement would reflect the effective cleaning ability of Qiaobi detergent. At the same time, it would not be considered racist, because the Chinese woman would not actually be cleaning the Black man and therefore. The color of his skin would not be perceived as dirty. Based on this author's personal opinion, this variant would also align with the tagline but would be less effective since it would no longer contain any attempt at humor.

The last option would be to show both the Chinese woman and the Black man-eating the Qiaobi detergent, put themselves into the washing machine together, and becoming more attractive after washing. It would not contain any offending implications towards any race while at the same time it would achieve its goal of being humorous.

Ultimately, additional attention should be paid to the fact that none of these proposed alternatives contains any changes to the race of the actors in the advertisement being washed with Qiaobi detergent. This washing chemical is not shown as a tool that changes the person's race. That means that the racist implications would no longer exist.

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Appendix

Questionnaire

This advertisement is racist.

  1. Strongly disagree
  2. Disagree
  3. Neutral
  4. Agree
  5. Strongly agree

The sales of the business will be badly affected by the advertisement.

  1. Strongly disagree.
  2. Disagree.
  3. Neutral.
  4. Agree.
  5. Strongly agree.

This advertisement is funny.

  1. Strongly disagree.
  2. Disagree.
  3. Neutral.
  4. Agree.
  5. Strongly agree.

This advertisement positively attracted the attention of viewers.

  1. Strongly disagree.
  2. Disagree.
  3. Neutral.
  4. Agree.
  5. Strongly agree.

The business delivered its target messaged properly.

  1. Strongly disagree.
  2. Disagree.
  3. Neutral.
  4. Agree.
  5. Strongly agree.
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