Advertisement industries are used to connect the merchants to new products that’s about to come out. But there is a time that an advertisement can be a huge hit that allows a product to fly off the shelf at different stores. This ad was one time that caused H&M to receive harsh feedback for a phrase they used.  The use of this phrase also known as a stereotype for the “Coolest kid in the jungle” is seen as a racist ad. The ad received immediate backlash. A lot of people felt very disrespected by this ad especially that they used a black boy to wear that hoodie. During the days of the Jim Crow law, black people were sometimes referred to as monkeys and animals to disrespect them. With H&M using the word monkey on a sweater and using a black boy to wear it sends the message that some people still see black people as monkeys in a jungle. H&M should have known that this advertisement idea would do nothing, but encourage negative feedback and cause pain to those who have fought to remove such sterotypes to describe african americans. I personally am very disgusted that H&M would come up with an idea like this and how they thought that no one would be upset.

It is clear who H&M is trying to reach with this message but there are also other messages that can be seen from this ad. This ad was published January 7th 2018. The model wearing the sweater is a black boy named Liam Mango. Due to H&M’s actions there have been people that have wanted to cut all ties with them. “The Weeknd, who has collaborated with H&M on collections in the past, wrote on Twitter to say he would no longer work with the company and was “deeply offended.” This incident adds to a growing list of retailers going too far with a slogan or imagery. Abercrombie & Fitch, for example, was criticized for selling a shirt depicting the Wong Brothers’ laundry service, where “two Wongs can make it white,” and “Get Your Buddha on the Floor.” This proves that H&M was being careless in this advertisement, so was the Wong Brothers in their ad. 

This ad also uses a non-coded iconic message, which is how they are trying to sell their products to black people but went about it in the wrong way. The way most people see it, they see H&M as a white store and with this ad they thought they can prove people wrong. The coded iconic message is “Coolest Monkey in the Jungle”. Monkeys are known for being silly and foolish. They can also be seen as the weakest animal in the jungle in some people’s opinion. A jungle is not a safe place for humans to be because of the dangerous predators that live there. Combining those words sends a negative message that doesn’t help promote anything. The connotative aspect would be the use of a young African American boy and the hoody with the word monkey in any context to describe anyone, especially the African American race in completely disrespectful and demeaning. But H&M was quick to respond by saying “H&M is fully committed to playing its part in addressing society’s issues and problems, whether it’s diversity, working conditions or environmental protection – and many others”. 

The way today’s global audience might respond to my chosen advertisement is that people would be grateful that it is being highlighted and so people won’t forget how careless H&M can be sometimes. People can agree that H&M really screwed up and they clearly didn’t know what they were doing. If H&M didn’t apologize, they probably would’ve gone bankrupt. In South Africa there was a protest about that specific ad. “South African police have cleared protesters who were trashing outlets of Swedish clothing giant H&M in Johannesburg over a controversial advertisement of a black child.” This quote indicates that South Africans did not take this lightly. They were outraged and made a statement.

In conclusion, I am personally disgusted just like everyone else and don’t understand how H&M could do something like this and expect no one to be upset. I am grateful that people spoke out against H&M and made sure that this didn’t slide by. I’m also grateful for the stars that spoke out against the ad, especially The Weekend for cutting all ties with H&M. This in my opinion is a prime example to make sure all advertisements are thoroughly checked and double checked to make sure it doesn’t offend anyone. 

Sources

Thomas, Lauren. “H&M Slammed as Racist for “Monkey in the Jungle” Hoodie.” CNBC, 8 Jan. 2018,www.cnbc.com/2018/01/08/hm-slammed-for-racist-monkey-in-the-jungle-hoodie.html?msockid=0aac6bc0234d6f081c9b79cc222a6e94. Accessed 24 Oct. 2024.

Sewing, Joy. “H&M Apologizes for Ad of Black Child in “Monkey” Hoodie.” Chron, 10 Jan. 2018,www.chron.com/life/article/H-M-apologizes-for-ad-of-black-child-wearing-12485941.php.

staff,  Guardian, and agencies. “H&M Stores in South Africa Trashed by Protestors after “Racist” Ad. The Guardian, 14 Jan. 2018, www.theguardian.com/world/2018/jan/14/hm-stores-in-south-afrtica-trashed-by-protesters-after-racist-ad.

Final

Draft

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