Hutchinson 1 Derrick Hutchinson Elizabeth Caruso English 1101 5 November 2013 Rhetorical Analysis: Intel Ad At first glance, the

Intel Advertisement, that was recalled and terminated in 2007, appears to be nothing more than your average company advertising its products benefits to a target audience. The audience perceives that their business will be enhanced if they are to use Intels software and systems. This particular advertisement establishes that the target audience is, most likely, a businessman or businesswoman. By incorporating Intels products into the readers own business, the reader could assume based on the text in the advertisement- that their employees would become more efficient and productive. However, at a second, more thorough view of the advertisement, it is clear to anyone that the advertisement contains a racist connotation. By depicting a white, smug-looking businessman and a group of kneeling, black athletes, the advertisement takes upon a more sinister look. Why would Intel a respectable, knowledgeable group of scientists and inventors- make such an astonishing advertisement and proceed to publish it for the American people to see and judge? The ad is not a type of hidden codex of any means. The advertisement is blatantly and flagrantly portraying white supremacy. Why would a white businessman have six kneeling, black athletes all bowing to him? The text in the advertisement, which is placed above the group of people, says Multiply computing performance and maximize the power of your employees. The text takes on a whole new meaning when joined with the image. Surely there is a different way to show that Intels products enhance a business. With six black males kneeling

Hutchinson 2 under the presence of the white male, the ad can easily be misunderstood, maybe a bit too easily for some. This can be compared with another, similar advertisement by IBM suggesting that businessmen are smarter and more efficient workers than businesswomen. With the text above the businessman reading Just learned discounted cash flow techniques with 40 other analysts and the text above the businesswoman reading Just learned a five-letter word for bellybutton, it isnt difficult to interpret that IBM believes that its male business owners are capable of learning more than female business owners. The two ads are similar in their underlying meanings. The Intel ad focuses its attention on the white, male business owner and the IBM ad does the same. The two ads are also similar in the colors that were chosen to depict the ads. Why are the two ads featuring very bright, promising colors when they are obvious representations of racism and sexism? Perhaps it is just an ill-configured advertisement with faulty color schemes and poorly chosen imagery and symbolism. On the other hand, the ads could easily be completely intentional and the color schemes were chosen for a reason. The bright colors of the Intel ad represent an accepting, easy-going feeling that Intel are attempting to relate with racism. The same could be said for the IBM ad associated with the idea of sexism. Expanding more upon the imagery, colors, and what is actually in the Intel advertisement, we can see a continuing theme of racism. If the fact that the black men are portrayed as kneeling to the white businessman isnt enough to convince a person that the ad is racist, then looking closer at the ad in detail will reveal even more. Looking closely, it is also clear that each of the kneeling men are shown wearing the exact same uniform and each have shaved heads. That uncanny resemblance to one another could be suggesting to the audience that every black male looks the same, when in reality that is completely untrue. Also, every one of the black men are not as happy as their white counterpart. Looking at their faces closely, each of them seem to be

Hutchinson 3 stressed because they are all sweating and have serious looks on their faces. The businessman appears to be under no stress at all, isnt sweating, and has a smirk across his face. Moreover, the Intel advertisement represents two distinct meanings. On the surface, the ad is harmless, and attempting to persuade business owners to buy Intel products, which seem to offer a way to increase performance in ones business. The other, more in-depth meaning shows racist symbolism that is obvious to anyone in the country. With the use of accepting, pure colors that are bright and promising paired with the blatant racism of white supremacy, the ad attempts to associate racism with a comforting background. Along with the use of colors and the obvious racist depiction, the ad attempts to combine all of these elements together while appealing to an audience of business owning persons. Appealing to a group associated with economic growth and stimulus is not only dangerous, but offensive within itself. How can a company market their products as useful and effective while displaying a horrendous image that can be easily linked with something as sinister as racism? Any ethically intact business would have immediately spotted the mistake (if it was one) and corrected it. Likewise, a well-put-together business such as Intel would never market their products in such an offensive manner. Linking racism with a company should never occur in todays society, as the times of segregation and discrimination should be left in the past.

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