I wrote the following comment on Ross Goldberg's Immortal Marketing Marketing Musings blog, under his post entitled, "Why I WILL Be Attending Rich Jerk’s Playboy Party!"
Mr. Goldberg:
I urge you to reconsider your support of this event and its prejudiced promotional material.
Mr. Felix (creator of the Rich Jerk character and business) employs blatantly sexist and homophobic words and imagery to promote his brand and make money.
Defenders of the Rich Jerk promotion claim that "it's only a character" as if advertising characters do not influence people's perceptions and attitudes.
To the contrary, the Rich Jerk sales letters, videos, and other advertising materials reinforce and perpetuate sexist and anti-gay attitudes and beliefs.
Do you think people are unaffected by advertising characters? If so, why did Mr. Felix create the Rich Jerk character in the first place?
Of course an advertising character influences people--that's the whole point of creating them in the first place!
But oftentimes the intended effect of an advertising character is not the only effect.
Check out this historical example:
which is also featured on this page:
http://markworthen.com/rich-jerk-supporters-claim.htm
Ads like the one above influenced White Americans' perceptions, attitudes, and behavior toward African-Americans for decades--centuries, if you include non-commercial propaganda produced by pro-slavery groups in the 18th and 19th century and Jim Crow writings and images during the post-Civil War period.
Thus, I hope we would all agree that advertising, including characters created as part of an advertising and marketing program, influence consumers. This influence sometimes includes changing or, more commonly, reinforcing and perpetuating prejudiced stereotypes about marginalized groups of society.
Although racist advertising still exists today, it is less blatant and less frequent than in the past. Advertising characters that perpetuate stereotypes about religious groups can also be found but are generally exposed and opposed faster than in the past.
But there are two groups which are still "fair game" for bigotry or prejudice: Women and GLBT (Gay, Lesbian, Bisexual, and Transgendered) citizens.
Therein lies the problem with the Rich Jerk's advertising. It's still acceptable in many circles, including the Internet marketing elite, to denigrate women and gays without compunction.
Mr. Goldberg, I hope you eventually recognize that you are condoning bigotry toward women and gay citizens by your support for--and defense of--the Rich Jerk Playboy Party and its promotions.
Sincerely,
Mark
--
Mark D. Worthen, Psy.D.
Rich
Jerk's Sexist, Homophobic Advertising: A Squidoo Lens
Several colleagues have expressed
concern that by writing about the Rich Jerk Playboy Party we are playing
right into his hands by giving him free publicity and that perhaps rather
than focusing on the negative, e.g., pointing out what's wrong with the event
and its advertising, we should do something positive.
I have given a lot of thought to the dilemma controversy-driven advertising
presents. On the one hand if you do nothing, it won't go away, and, on the
other hand, if you protest it, you draw attention to it and potentially give the
advertiser what he wants.
When it comes to the Rich Jerk Playboy Party and its promotion--particularly the
support given by leading marketers--I believe that on balance, remaining
silent causes more harm than speaking out.
This is one of those issues where a lot
of denial exists. By "denial" I mean an unconscious barrier to awareness.
Many people don't recognize sexism or homophobia when it's right in front of
them. Very few of them intend to hurt others; they are simply ignorant
(in the original meaning of the word: "lacking education or knowledge; unaware
or uninformed").
This is where the old '60's term, "consciousness raising" comes in. Prior
to the civil rights movement, many Americans (and citizens of other countries, I
just know my own country the best) didn't realize that they held prejudiced,
even bigoted, attitudes toward groups of people different from themselves.
But as more and more citizens began to speak out against racism, sexism, and
other forms of prejudice and discrimination, people began to see how they had
unwittingly been raised--by parents, extended family, and the culture at
large--to assume that certain groups of people possessed certain
characteristics.
The present situation in the Internet marketing field is similar. Many
marketers, the vast majority of them male, do not realize that they
possess prejudiced attitudes toward women and that they are--usually without
conscious intent--perpetuating sexist stereotypes through their words and
actions.
In order to effect positive change, these individuals must first
recognize that their attitudes and behaviors are based on stereotypes and
prejudice. Before then they have little incentive to change, primarily because
they don't see anything wrong with their beliefs or actions.
Thus, I believe that conscious-raising efforts such as those I and other
marketers are engaging in around the Rich Jerk Playboy Party advertising are
quite positive.
It would be analogous to seeing a friend gradually develop a puffy face,
weight gain, lethargy, and symptoms of clinical depression. To point out these
changes might seem negative but, in fact, by calling attention to them you will
open the door for them to recognize that there's a problem, seek a solution via
a visit to their physician, receive a diagnosis of hypothyroidism, and begin
taking medication that will make their life much better.
One must first diagnosis the illness (point out the "negative") before
one can effect a cure (take positive action).
In addition to that general point, I am also participating in something I can't
discuss yet that will be overtly positive and constructive.
Mark Hendricks is also putting on a free live seminar in Atlanta the same
weekend as the Playboy event, which I probably won't attend but I will
certainly help promote.
