MS 170:
Cultural History of Advertising
Pieterse,“Blacks in Advertising”
Seiter,“Different Children, Different Dreams”
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E. Seiter on children:
different children, different dreams
• white children primarily represent
• go-getters
• adventurers
• “bright” or intelligent
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white children and nostalgia
• school setting / classrooms
• home setting / domestic sphere (secure
within the “cozy, golden glow of family”)
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children of color
• orphaned in outdoor setting (or studio
setting / plain white background)
• “primitive” or clownish
• represent what is cool, hip, modern, trendy,
--but not “classic”
• passive
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direct comparisons
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