In what ways do the films in the #TalkAboutBias campaign challenge racial bias in contemporary America?
The two films “The Talk” and “The Look” in the #TalkAboutBias campaign by Protector and Gamble present two different narratives that interrogate our cultural attitudes towards racial inequality. Emotional soundtracks, intimate camera shots, and powerful dialogue all help to create an emotional understanding of racial inequality which motivates the audience to sympathise with these characters on a deeper level. The events in the stories take place throughout different settings and time periods, echoing events in modern society and presenting the evolution of these ideas throughout the decades. The producers express many manifestations/forms of bias in these advertisements which is ultimately an appeal to the audience. The films become a provocation, a conversation for the viewers and the rest of society to get involved and understand how we have gotten to this point and question how these issues of racial prejudice are displayed today. The use of the hashtag in the phrase #TalkAboutBIas resemble a call for change in societal values, an attempt to spark a light to achieve true equality in future generations.
The Talk
This short film presents a series of montages, showing conversations between black mothers and their children, essentially warning or preparing them for the real world and making sure they stay safe. It jumps through different time periods starting from the 1930s all the way to the present, referencing how examples of racial prejudice and the unnecessary anxiety black mothers experience for their children have evolved yet remained consistent throughout the decades. The film has a strong emphasis on the perspective of the mothers through the use of mise-en-scène which gives the audience a more emotional and intimate understanding of the impacts of racial inequality. Furthermore, the use of sound design paint this picture of a harsh and brutal society that black children have always had to grow up and face, complemented by the melancholic soundtrack that in the end becomes hopeful to motivate the audience to start talking about the talk and build a brighter future.
The Look
This short film follows a middle-aged black man in society as he goes about his daily life experiencing different manifestations of implicit and explicit bias. It acts as a reflection of modern society but as well as an echo of racial injustice. The producers of the film greatly utilized the POV shot in order to immerse the audience in the black protagonist’s perspective. This inflicts a feeling of rejection into the viewer as they are experiencing racial bias first hand which creates an overall more impactful message. This is complemented through the use of diegetic audio which reinforces the reality of the situations as well as the reflective mood of the soundtrack that causes the audience to carefully consider their decisions.
Notes:
Ideas & Concepts
| What narrative is established in the advert? |
A middle aged black man goes about his daily routine, but we see many people give him a sort of disgusted look due to his skin colour |
| Describe the setting and context of the advertisement. (Temporal/Cultural/Geographical/ Social/Historical) |
-Modern day
-City
-Perspective of a black man |
| What themes are established? |
-Racial prejudice
-Oppression |
| What cultural values or attitudes are evident? |
-Black people are different
-The general population do not feel comfortable or safe living their lives with black civilians |
Stylistic Features & Elements of Composition
| Describe the mood/atmosphere. How is this created/established? Does it change? |
-Reflective mood: kind of presenting this idea and the soundtrack helps the audience sympathize with him
-Harsh atmosphere: through the facial expressions and actions of the actors the world feels really cruel and we get this sense of rejection.
The feeling completely changes with the last scene where we found out he is a respected judge and it kind of makes the audience realise that we shouldn’t assume negative things about people at first glance |
| Characterisation: who is in the advert? What role(s) do they play? How do they relate to one another? How is language (visual/verbal) used to reinforce certain ideas or attitudes? |
-Middle aged black man: plays role of a normal black man in today’s society who works like everyone else but with the added struggles of being black
-Strangers: plays role of the white population that judge and reject black people
Visual language of the strangers face
Diegetic audio in shopping scene to reinforce the reality of the situation |
| What does the camera focus on? What can you say about shots, camera angles and their effect or impact? What can you say about the proximity of the audience? |
Camera focuses on strangers’ facial expressions and the black person’s reaction to them. Mainly medium and closeups to emphasise emotion. Several POV shots that immerse ourselves in the black man’s perspective to reinforce the strangers attitudes – makes us understand how black people feel. The audience are at a comfortable distance away from the characters, so we can see them in the environment surrounding showing how they are a part of our everyday lives. |
| Sound elements: how do they work with the narrative elements? What effect do they have? |
Dramatic sound effect of the lift door shutting – rejection
Piano soundtrack – feeling of reflectivity and inspiration |
| Where does the product (if there is one) or brand sit in relation to the above? |
Shows how they consider how they treat people – Stand up for minorities – serves for justice |
| What audience is the advertisement aimed at? How do you know? |
Aimed at everyone through the final message “Let’s all talk about the the look” |
The Look
https://us.pg.com/talkaboutbias/
Chapter 1: Unconscious Bias
“Unsupported judgement against a certain group of people”
Purpose: Not to shame or blame, but spark a dialogue of how it is to be a black
Chapter 2: Education
1957, Little Rock, Arkansas
Angry protestors threw rocks and gave death threats to nine new african american students that registered to an all white high school in Little Rock Central
Now, public schools
Educational Divide: African American students still half less access to study resources and good quality education
Chapter 3: Dining
1960, Greensboro, North Carolina
Four college freshmen were not allowed at F.W Woolworth department store as they were black. ‘Lunch counter discrimniation’.
2018, Philadelphia, Pennsylvania
Two black men arrested in Starbucks for sitting at the table without purchasing anything
Chapter 4: Shut out
1921, Tulsa, Oklahoma
Whites in the area firebombed a thriving African American neighborhood killing 250+ of them.
2019
Limitations:African Americans face inequality e.g have less chance of getting loans or owning houses
Chapter 5: Pools
1964, St.Augustine, Florida
White hotel owner pours hydrochloric acid in a pool of black swimmers
2015, Mckinney, Texas
Excessive Force: White officer physically abused 15 year old black kid at party
Chapter 6: Shopping
1900s, The American South
Jim Crow Era: whites were always serves first, oddly presenting black people in advertisements, constant pressure on black people
2018, Los Angeles, California
Label of “Serena” on African American shoppers, speculation on non famous/rich black customers
Chapter 7: Justice
1935, College Park, Maryland
Amherst University graduate Donald Gaines Murray rejected from University of Maryland Law School from being black
Now
Lack of faith in justice system, lacking representation of African American judges (12%)
Exploring The Look
What does the narrative portray the protagonist as doing in his daily life?
This narrative follows a regular middle aged black man as he goes about his daily life running errands. It acts as a reflection of modern society but as well as an echo of racial injustice. There is also a strong theme of father son relationships throughout the story.
What forms of explicit and implicit bias does he encounter?
- Explicit bias:
- Strangers not holding the lift door for him
- Boyfriend kind of ‘protecting’ girlfriend from him
- Mom shutting car windows
- Implicit bias
- Facial expressions ‘the look’
- Quick glances/stares
How does he respond to these encounters?
- Confused
- Hurt/sad/excluded
- Angry
He does not respond or talk back to them, he kind of accepts it just giving a slight frustrated look back
How does the structure of the narrative (camera shots, music, editing) contribute to the audience understanding of “The perspective of the protagonist offers us a glimpse into a world that many may not have to experience on a daily basis”
- POV shots with diegetic audio immerse ourselves in the black man’s perspective to reinforce the strangers attitudes – makes us understand how black people feel – personal element/empathy
- Emotional soundtrack: Reflective mood kind of presenting this idea and the piano helps the audience sympathise with him
- Harsh atmosphere: through the facial expressions and actions of the actors the world feels really cruel and we get this sense of rejection
- No dialogue shows lack of conversation about this subject
Class Discussion:
A day in the life narrative structure – representation of what is typical/normalised
- Leads to wider themes/issues
The ad focuses on what is unsaid (Tacit) and the paralanguage (Facial expressions/body language)
Cosmopolitan Setting – America
Mother rolls up window scene:
Children represent the effects of socialization – expressed idea that racism is taught – contrast setup against adults
Dominant discourse – Mother sees a threat – Racial profiling
Key Idea of the Perception of others – the way we see things
People in the lift
The protagonist acknowledges the look and is not oblivious to it in every scene
Diner:
White couple didn’t want to sit near him – repulsion/protection
Young teenagers – ownership of space
The narratives we consume leads us to judge / make biased assumptions
This film is about questioning dominant narratives in US society tv/film/radio/advertising/social media
