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Gabi Reynolds From Dieste: Improper Cultural Appropriation Is Risky
Manuela Walfenzao| 31 de julio de 2017
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Gabi Reynolds, Strategic Planning Intern at Dieste, wrote an article in Provoke Weekly titled: Stealing the Show: Cultural Appropriation vs. Appreciation. Reynolds covers recent cases of improper cultural appropriation by some brands and offers advice for advertisers to use these cultural manifestations appropriately.She explained that it is common for dominating cultures in a society to view minority cultures as “exotic” and something that can be “tried on” when in reality their customs are the norm for them. “Their customs get adopted, lifted and copied out of their native context. There is no credit given to the original culture and it is depicted in a disrespectful manner” she said.An example that Reynolds described was the case of the Tory Burch commercial Juju on That Beach, in which the rap Juju on That Beat uses only white models. That spot was criticized for appropriation of Afro American culture, not including women from that race, and was pulled.To avoid these reactions, Reynolds offers advertisers certain recommendations: Do in-depth research on a culture, hire and consult experts on the culture, be respectful and acknowledge the origins of a slang or custom, go as far as giving the culture credit, cast authentic and accurate representations of racial and ethnic groups. “You don’t want to wind up the center of a cultural appropriation controversy and have to pull your ad. Bad publicity and negative reactions could be far worse than no ad at all” she concluded.
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