Word: mcdonald
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Dates: during 1990-1999
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Take the example of McDonald's "What You Want Is What You Get" campaign of the past few years. Several of these television commercials feature all-Black casts; others are completely white. While the commercials usually have some themes in common--McDonald's family setting, their low prices, their oh-so-appetizing foods--the language and pretenses in both types of commercials constitute stereotypical parodies of normal life...
...commercial uses the setting of a talk show. The host, guests and audience are all Black. After a bit of inane dialogue, the host guides the guests' chat around to admitting that "what you want is what you get at McDonald's today." While the message doesn't present a problem, the means of communication do. All of the actors utilize an extreme dialect and mode of speaking that no person I know, white or black, has ever used except in jest...
Another commercial follows the path of McDonald's food as it travels through the air vents in an apartment building, all of whose occupants are Black. Unlike many of the white-casted commercials in the series, this and other all-Black ads stress value as a reason to come to McDonald's. The median family income for Blacks may be lower than that for whites, but this race-based economic targeting only reinforces stereotypes...
This new batch of 80 declassified documents--70 of which will not be available until January--is being released "with some excisions," according to J. Kenneth McDonald, chief of the CIA's history staff...
Director: Sheldon Czapnik Editorial Services: Claude Boral (General Manager); Hanns Kohl (Photo Lab); Lany Walden McDonald (Library); Beth Bencini Zarcone (Picture Collection); Editorial Technology: Dennis Chesnel...