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Message Subject Why is nearly every commercial now interracial?
Poster Handle First time poster
Post Content
I'm an ad guy. I make TV commercials in NYC. You're right, you're seeing a lot of this. There are two reasons for it:

1) Mixed race couples are the fastest growing demographic group. Not just black and white, but also white/Asian, white/Hispanic. It's about $$$, and moving the merchandise. It's direct targeted appeal to them from advertiser.

2) It's also a defensive move on the part of the advertister against the twitter outrage mobs. If you did white/white or black/black (or all white) they'd come after you for tokenism, or racism. (Such is life today. Some preening idiot is always going to find something to get outraged about) So you eliminate one source of potential outrage by mixing things up. And, you save production/talent money: A black/white couple (one black actor, one white actor) saves you money in talent costs. You cover the bases with a mixed race couple, and keep your talent costs down, while avoiding the outrage crowd.

No product manager wants the call from his/her boss about the Twitter mob. This is how you avoid it, and look virtuous doing it.

But ultimately, it's all about $$$$$.
 Quoting: First time poster 76943588


Why is black/white cheaper than all white or all black? Are whites more expensive than blacks?
 Quoting: oniongrass


No, and I should have explained better: When you make commercials, you have a "talent budget." You pay not just for the day they shoot, but you also pay residuals every time the commercial runs.

Two couples (w/w, b/b) is four people, four sets of residuals.

One couple (mixed) is two residuals, and covers all your "ethnic" bases, and shuts up the outrage mob.
 
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