Fitting Into the Right Box: Multiracial America on the Rise |
Fitting Into the Right Box: Multiracial America on the Rise
Brown Political Review
2013-10-18
Meg Sullivan
As swimmer Michael Phelps knows, one of the highest priorities of food corporations is maintaining their squeaky clean mainstream appeal. This usually involves companies giving wide berth to any manner of controversy, but Cheerios ignored this policy four months ago. In June, the cereal company released a 30 second television commercial that featured a mixed race married couple. The only detail of the ad that deviated from standard cereal advertisement conventions was black man and white woman actors playing the parents in the all-American family.
Whether or not Cheerios predicted the commotion their commercial would cause, we don’t know. Regardless, the ad first met backlash–negative reactions drove YouTube to disable comments on the online video–but then an overwhelming show of support from Americans. The multiracial community applauded Cheerios for depicting a family on television that looked more like theirs.
Aside from generating good publicity for Cheerios, the advertisement has drawn attention to the growing number of mixed race marriages and multiracial children in the United States. In 2010, 8.4 percent of all marriages were between individuals of a different race or ethnicity…
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Tags: Brown Political Review, Cheerios, General Mills, Meg Sullivan