“The Look” By Proctor and Gamble is a marketing campaign that depicts the narrative of an African American man, experiencing implicit and explicit forms of bias in his daily life. Within the advert, Saturday Morning is exploring the ways in which contemporary bias, specifically the attitudes towards black men in America, is found in the gaps and silences of society. Racism is never stated specifically in the advert, it is however manifested in the looks and facial expressions of the people the protagonist encounters. In doing this Saturday Morning displays the possible different assumptions and biases that contemporary America holds. For example, a group of people in a lift manly of older age hold expressions of disgust and contentiousness, as we see the doors close on our protagonist. This may be a representation of the physical shutting out of Society that African American’s may feel. However, in contrast to this, the advert displays a little girl in a car, smiling and waving at the man and his son. She is one of the only people in the advert that offer friendliness towards the protagonist. In doing this Saturday Morning is perhaps arguing that bias is something that is taught and learned through growing up. We as humans are not innately biased. This point is further emphasized in the scene with the teenagers at the pool, their expressions vary from both that of the adults and the little girls. They are not completely open and friendly, however, they are not fully fearful or shocked. They are more cautious and surprised to see the man and his son. Implying that as we age and become more engaged with society and the world around us, we build more unconscious biases. Perhaps suggesting that the source of all bias is rooted within society, spread implicitly through media, and manifested in the silent patronizing looks and indirect societal images.

However, the final scenes of the advert exhibit a sense of happiness, and hope, The scene can be compared closely with that of the first scene. It has the same composition, in that it is a close-up shot with a complete focus on the protagonist. However, the difference now is that he has the respect and admiration of the people around him. Although this is only because now his job is made known to all, his facial expression suggest a sense of pride and fulfillment. As is to say, he acknowledges the discrimination he faces every day, however, he has refused to let it negatively impact him, and has been able to earn the respect he deserved all along. Saturday Morning, here has been able to end the advert on a positive note providing the audience with a sense of hope and power.

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