View Full Version : Sony's white PSP ad draws more fire
Dont think anyone posted this and felt it was a good story to discuss
[/URL] A Sony PSP ad promoting the new Ceramic White model of the system in the Netherlands is causing an international stir. Gaming Web sites and message boards have lit up with debate over the ad this week after a picture went up on digitalbattle.com, and now California Assemblyman Leland Yee and the San Jose/Silicon Valley chapter of the National Association for the Advancement of Colored People (NAACP) have made their feelings on the issue known.
In a statement titled "Sony stoops to new low with racially charged ad," Yee said he was "deeply disappointed" in the publisher's decision to run the ad, which features a white woman holding a black woman by the jaw in a threatening manner. Sony has said the ad, one in a series that features the white woman promoting the system in a variety of ways, was designed to show the contrast between the colors of the new and old PSPs, and has "no other message or purpose."
"Whether in the US or abroad, using differences in skin color to articulate the fact that your video game console now comes in white can be interpreted as insensitive at best and racist at worst," Yee said.
Rick Callender, president of the San Jose/Silicon Valley chapter of the NAACP, echoed Yee's displeasure.
"The days of blacks being portrayed in minstrel shows are long gone, and with good reason," Callender said. "The minstrel show was an awful chapter in history and this ad smacks of that age and time. It is even further unacceptable that some corporations still think it is ok to use racially charged media images. The latest Sony ad conjures up bad memories of when stereotypical and offensive images of people of color were accepted means of selling a product. Sony should immediately apologize and discontinue these archaic advertising tactics."
This is not the first time Yee has taken exception to actions in the gaming industry. He authored California's violent game restriction law (currently being challenged in the courts), and was among the first to call for a rerating of Grand Theft Auto: San Andreas as a result of the Hot Coffee scandal.
Orignal link: [URL="http://www.gamespot.com/news/6153643.html"]Gamespot News Article (http://www.gamespot.com/pages/unions/read_article.php?topic_id=24785285&union_id=6379)
please give ur opinion on this matter which i felt was worthy of discussion.
The Ad
http://img176.imageshack.us/img176/6466/sonyscreen0016qa.jpg
I think sony messed up BIG time
tha_mattster
11-07-06, 19:21
I think it is offensive.
I hope it is never shown again.
Probably the most ignorant advert I have ever seen.
http://www.bbc.co.uk/1xtra/tx/sony_ad.shtml
Lara's Boy
11-07-06, 19:21
ouch.....bad move on Sony's part....I can just see the PSP sales plummeting, lol
Catapharact
11-07-06, 19:22
Oh Sony... *Amused.* Lets see you PR yourself outta this one.
I don't see it as being offensive, but not a good advertising strategy. :(
tha_mattster
11-07-06, 19:24
I think it was deliberate, to cause offense, get the press headlines then sell more PSPs thanks to this debate.
Sony also did an advert with an image of Christ, he was wearing a headband of thorns that were in the shape of the Playstation buttons.
I think they are using the same tactic both times. but this new one is far more offensive I think.
Sony have now pulled this ad but they issued a statement in defence of the campaign:
Sony issued a statement in defense of its campaign saying: "The marketing campaign for the launch of the new PSP focuses on the contrast between the black and white model."
"All of the 100 or so images created for the campaign have been designed to show this contrast in colors, and have no other message or purpose."
source - BBC (http://www.bbc.co.uk/1xtra/tx/gallery/picoftheday.shtml)
tha_mattster
11-07-06, 19:26
Why couldnt they just have a little cartoon polar bear playing a PSP? That would work for me ^.^
Seriously they just needed the white girl playing the psp or something, no need to through in a black woman and a harsh gesture
http://www.joystiq.com/2006/07/04/ad-critic-sonys-racially-charged-psp-ad/
The link has some more of the ads without the PSP White is Coming message. Notice how the black woman is threatening the white in one ad and both are at each others throat in another ad? It's only termed racist because the only ad shown was the white woman threatening the black woman. The ads show both black and white fighting it out for being the colour that will sell more as a finish. I.e. Which one is more stylish.
If it was PSP White is Coming and only the black woman was threatening the white woman, would it be deemed racist? It's a pondering thought.
Catapharact
11-07-06, 19:47
Example?
oh well they have stuoped low this time. c'mon anyone wiht any mind would see that that advert will spark controversey. why didnt they settle for anything else. there are loads of black and white things that could have been used, why pick popele ??
tha_mattster
11-07-06, 19:56
I think they misheard their tutor from Advertising School, he said 'Sex sells' not
'Racism sells'!
They could have made a really raunchy advert
like this
White Is Back
actually I probably shouldnt describe it lol!
yes well i suppose there would be colour contrast in that. anyway why didnt they just draw a psp with white chalk on a blackborad and shoved up the contrast. that would have sold.
BlingBlingBrat
11-07-06, 20:06
Ehhh..wow very very bad move on their part. Of course they were probably too busy thinking about money too even see how this isn't a good way to advertise at the moment.
Dont find it offensive at all... like they said its to show the contrast of the colors... People are taking it wrong... They didnt intend to mean it in that manner so why should people take it in that manner? I mean once you think about it sure it could be offensive but i dont think they intended it to, So there for i have no reason to be offended...
BlingBlingBrat
11-07-06, 20:45
Ya that's true I guess, It depends on how you see it, and of course nobody sees it the same.
Ya that's true I guess, It depends on how you see it, and of course nobody sees it the same.
Indeed, all have there own opinons on subjects like this or actually any subject to be fair...
I actually think the pictures are quite beautiful in their purest form. The models executed their expressions flawlessly.
Lara's Boy
11-07-06, 21:05
After looking at the pics Dingaling provided, I am less offended....and yes, both models do look great.....but why did they have to use people?
although i do agree its a brilliant piece of photography and expresses sony's ideas perfectly, i wonder why they decided to go for the option whihc would spark controversly. i know thats what they might have wnated and that its the most strong when portraying their views but why notnchoose less controveral images .
Maybe because when objects of contraversy arrive people talk like we are doing now. the more people talk the more the object they are promoting is advertised. Its really a brilliant way of getting attention. t.A.T.u. were known for there taboo so called " Lesbian " relationship. Got them attention made controversy got them alot of money. Same for paris hilton, She was basically a nobody until that sex tape... Now she is all over...
yes but well ermmm that sex tape well how pathetic. i know that controversly sells, but usually it should spark good controversly like TATU, no-on ecan find fault with a lesbian relationship but loads can with a white woman controlling overe a black woman
Controlling... I bet if there was a asian or latino girl being held no controversy would come from it... how should this be any different... The only reason they chose a black woman is to show the black version of the PSP. Its showing how the white version is new and improved. Supiror over the old one. They could have just chosen a white girl in a black outfit but knowing people today at least a few would STILL shout racism. I hate racism... I Have fallen under fire for racist comments being latino...but i think these people are kinda over-reacting...
I think the real manipulation here is the fact that the people making a fuss about the advert ignore the series and focus on the one where the white lady is holding the black lady.
I saw a debate about this on another forum, and it took about 6 or so pages before someone said 'hold on a minute...there's actually more pictures in this series.'
I think the pictures and the models are beautiful, and are just two people representing each PSP.
If the advert had ONLY been the white woman dominating the black person, then I'd be more inclined to go along with the 'omg racist' POV, but it's not.
If we're as progressed in the West as we like to think we are, then the skin colour shouldn't be any more important than the colour of their clothes or their hair - it's a woman with black skin, black clothes and black hair, and a woman with white skin, white clothes and white hair.
I don't see it as being any different than if it was a person with red skin, red clothes and red hair and blue skin, blue clothes and blue hair.
The adverts themselves don't have a problem - it's society that does. There is nothing in any of the pictures that suggests racism - its the people viewing it that bring it up.
Are the adverts deliberately provocative? Probably, but in this day and age we should be able to look at them and say 'that's simply two beautiful women representing each version.' Don't blame the advert because there are people out there with racist views.
sorry to seem harsh, i dont mean too but you said it yourself about the white one being superior to the black. it might just be me but even if it was an asian person i would still feel annoyed at the advert. i hate it when anyone is above anyone else, hence i hate polotics, teachers and to some extent family
I personally don't find it offensive but I can definately see how it could be seen that way. Than again, I'm white.
sorry to seem harsh, i dont mean too but you said it yourself about the white one being superior to the black.
Yes of course i said the white was superior. Not the color im saying it is the new edition of the PSP so of course its gonna be better. ( or is it the same? i was under the impression there were new features ) Color has nothing to do with it. personaly i would choose the black one over the white any day. I like the color black...
oh i can see that i the white had more features, then i could understand, but if it doesnt, why choose an advert which is gonna choose negative controversy.
Winston_the_butler
11-07-06, 21:31
I think the Norweagian branch of Sony came up with this ad. I doubt the big guys in Japan would have given their consent on this.
Legend of Lara
11-07-06, 21:34
I do not like this ad one bit. Why didn't they use two cartoon bears? One polar bear and one black bear. The black one will be playing a knackered old black PSP while the polar bear plays the shiny new white PSP. :jmp: Or they could have a simple picture of the white PSP with the message: YAAAAY!!! :p
I do not like this ad one bit. Why didn't they use two cartoon bears? One polar bear and one black bear. The black one will be playing a knackered old black PSP while the polar bear plays the shiny new white PSP. :jmp: Or they could have a simple picture of the white PSP with the message: YAAAAY!!! :p
But if we're all as equal as everyone likes to say we are, then a black human being and a white human being shouldn't be anymore shocking than a black bear and a white bear.
I think this advert just points out how far we still have to go as a society in regards to race relations.
I also notice that the big fuss is being created outside the country of origin for the most part, especially in America.
UNDERTAKER
11-07-06, 21:45
What a stupid ad. What other message is a non-gaming person supposed to take away from this? Bad move Sony.
There's actually three ads (http://pspupdates.qj.net/cm/xml/image_list.php?aid=57882) in the series. I don't thinks it's racist per se, but I can see how people could take it that way. I think it's just plain crass the way Sony have deliberately created controversy over such a sensitive topic in order to sell their products.
I will admit tho' it was a shrewd move on their part, a lot of people are talking about it. It's putting the PSP out there and if that turns into sales, they'll have achived their goal. The only way to stop this is to not buy their products.
that last one kinda shows that it wasnt a situation where only one was aggresive. They both were just the white one is winning..
mau3genius
11-07-06, 23:13
I don't see a problem in that ad :confused:?
But, hey, it's a pretty good pattern.
If they want to release a yellow PSP they can use asian people. :D
SpongeBob Lover
11-07-06, 23:16
@ mau3genius :vlol:!!
that lady on the ad looks like she wants to rip the guy apart!
@ mau3genius :vlol:!!
that lady on the ad looks like she wants to rip the guy apart!
guy? am i missing something?
SpongeBob Lover
11-07-06, 23:23
guy? am i missing something?
oops its a girl!!....im so stupid :o
oops its a girl!!....im so stupid :o
nahyou just made a simple mistake its ok :D
Bloody hell, how the hell did they expect people to take that? GASP! RACISM, Controversy! Let's buy it!!
Huge marketing ploy, stupedly employed. I imagine that designer's been sacked.
tha_mattster
11-07-06, 23:53
the photos are not even attractive or well shot. If they are going to make it about the battle of races cant they have picked better specimens from each ^.^
kewlkyle64
12-07-06, 00:28
I don't really care about a white PSP, it's probably just as good but it'll cost more.
SpongeBob Lover
12-07-06, 01:04
nahyou just made a simple mistake its ok :D
cool then :tmb:
Melonie Tomb Raider
12-07-06, 01:11
Gosh, that's horrible! :(
I’m not offended by it personally, but I can see how some would take that really offensive. I’m half black & half white, just to let you all know.
honestly after seeing ALL 3 it doesnt seem so racist, if they had all three together for some reason i think it would be less offensive. I think it shook heads when they just stuck up the one with the white woman grasping the face of the black woman.
Seriously though i think having all three together makes a huge difference in my opinion, the third picture shoes the "Black psp" fighting back which makes it seem like an actuall battle between colors not a downward remark toward just one person.
honestly after seeing ALL 3 it doesnt seem so racist, if they had all three together for some reason i think it would be less offensive. I think it shook heads when they just stuck up the one with the white woman grasping the face of the black woman.
Seriously though i think having all three together makes a huge difference in my opinion, the third picture shoes the "Black psp" fighting back which makes it seem like an actuall battle between colors not a downward remark toward just one person.
Exactly...
In one the black one is holding the white womans shirt. like she is attempting to fight when the first looks like the white woman is the only aggressive one...
i think the mistake in marketing was seperatly printing them, all three should be side by side with the saying in the middle of all three
Crystalline Flame
12-07-06, 03:33
I agree, if they had done all 3 together it wouldn't have been so bad. Looking at the ads though the only one I even like is the 2nd one where they look like they're going to square off against each other.
On another hand though I think Sponge Bob accidentaly brought up a point. Do you think the reception of the ad would have been different if it had been a white woman and a black man?
I agree, if they had done all 3 together it wouldn't have been so bad. Looking at the ads though the only one I even like is the 2nd one where they look like they're going to square off against each other.
On another hand though I think Sponge Bob accidentaly brought up a point. Do you think the reception of the ad would have been different if it had been a white woman and a black man?
i was actually thinking the same thing. I wonder if it would be different if it was between a man and a woman...
Melonie Tomb Raider
12-07-06, 03:43
I just noticedt hat there was three. Should have readt he whole thread. :p
I agree with Spitfire though, if they'd have shown all three together it wouldn't look racist, since the black woman is fighting back too. It's actually kind of funny with the three different ones. :p
as i said before the media blew it Waaaaaaaaay out or proportion... I knew that sony wouldnt do something so racist looking... turns out we had only seen one piece of the puzzle
Melonie Tomb Raider
12-07-06, 03:48
^^
Exactly true. You pretty much can't trust the media on anything. You'll only get a one sided, biased view.
^^
Exactly true. You pretty much can't trust the media on anything. You'll only get a one sided, biased view.
Indeed. I like the way you think mel :D
Whether Sony intended to cause a fuss or not, surely they'd be clever enough to know that people wouldn't be happy.
I don't think there is anything wrong with those pictures.
All Sony were doing is advertising a product, and nothing else.
They were only comparing a white PSP and a black PSP, that was all.
I don't think there is anything wrong with those pictures.
All Sony were doing is advertising a product, and nothing else.
They were only comparing a white PSP and a black PSP, that was all.
if ur looking at all three pictures, then i get u.
But at the same time ur making it sound like having just one picture of a white woman grabbing a black woman in a hostile way is good advertising then im alittle at odds with you.
if ur looking at all three pictures, then i get u.
But at the same time ur making it sound like having just one picture of a white woman grabbing a black woman in a hostile way is good advertising then im alittle at odds with you.
No, I was looking at all the pictures, not just the first one.
I do agree, the first one isn't good advertising at all.
You have to be really stupid not to see that this looks racial. WTF was Sony thinking? I really don't understand why the lady in white is holding the black woman by her jaw................................ it's as if it's saying the white is better than black... seriously this looks completely racist because of that.
You have to be really stupid not to see that this looks racial. WTF was Sony thinking? I really don't understand why the lady in white is holding the black woman by her jaw................................ it's as if it's saying the white is better than black... seriously this looks completely racist because of that.
I think that's the aim they were trying to get across... the new 'better' white psp will take on the old black psp. It's kinda clever advertisement in a way, by getting a lot of media attention there also promoting more.
But the idea anyway is stupid, why would sony want the white psp to take on the black psp, it's made by the same people... would be more understandable had it been ps3 vs Xbox 360.
Catapharact
12-07-06, 14:48
Well just to fair; New info:
There were three ads that weremade and one of them had a black female in a dominating position.
Oo La La.
http://static.flickr.com/59/184416551_44e5e57d25_o.jpg
I still think however that it still promotes segrigation, as if one race is better than the other. Poor Marketing tactic if you ask me. Why did it had to be humans?
see!!!! That proves she is actually fighting back! I knew it...
Catapharact
12-07-06, 14:55
see!!!! That proves she is actually fighting back! I knew it...
Calm down. It still doesn't excuses Sony's poor choice of subjects to use for their advertisement. If they wouldn't have used humans, things wouldn't look so bad, but they did. It still gives a sense of segrigation, as if difference ethnic goups are out to get at each other's throats.
Calm down. It still doesn't excuses Sony's poor choice of subjects to use for their advertisement. If they wouldn't have used humans, things wouldn't look so bad, but they did. It still gives a sense of segrigation, as if difference ethnic goups are out to get at each other's throats.
i am calm, just woke up cant be any calmer :p
I still dont find it that bad... I had a feeling sony wouldnt mean it that way... i do agree they didnt have to have her hand on her throat though..
Catapharact
12-07-06, 14:59
They shouldn't have used Humans at all... Period.
UNDERTAKER
12-07-06, 15:01
It doesn't matter what the ad is supposed to say. To the normal everday person this screams racism.
I can't believe the PR and marketing department at Sony thought this ad up and never acknowledged the, quite frankly, bleeding obvious racial message!
But you see, controversy sells and I think Sony knew exactly what they were doing.
tlr online
12-07-06, 15:03
In a statement titled "Sony stoops to new low with racially charged ad," Yee said he was "deeply disappointed" in the publisher's decision to run the ad, which features a white woman holding a black woman by the jaw in a threatening manner.
WTF! This world has gone mad! It's folk like this fool that incite racisim!
Another point for the PC brigade :(
Sony issued a statement in defense of its campaign saying: "The marketing campaign for the launch of the new PSP focuses on the contrast between the black and white model."
Exactly. It's as simple as that.
Goodness me!
Catapharact
12-07-06, 15:04
But you see, controversy sells and I think Sony knew exactly what they were doing.
Poor display of Public Relations from a company that already has seen its reputation fall. How could they ever think that the general public would just let this slip though the cracks?
I can just picture Bill Gates Chucking over while sipping Champaign at his farewell party.
Just so you know, the next generation Shooter "Crysis" may soley be for PC ;).
UNDERTAKER
12-07-06, 15:14
Indeed, this is another point for the PC brigade. But Sony could have easily avoided this controversy by using a little common sense. It is sad that you cannot have ad campaigns like this without people becoming all PC, but this is the world we live in these days. IMO Sony should have realised this and avoided such an obvious trap.
tlr online
12-07-06, 15:15
Indeed, this is another point for the PC brigade. But Sony could have easily avoided this controversy by using a little common sense.
Very soon, we will all walk on egg-shells to avoid offending someone. :(
Afternoon UT :wve:
How could Sony do something like this!?! :mad:
UNDERTAKER
12-07-06, 15:25
Afternoon tlr :wve:
maybe the fact that the images of women are what make it seem more racist..a black boxer squaring up against a white one would create a much less 'uneasy' mindset. There are both sexually oppressive and historical undertones with the women in a way that two males wouldnt give off...well to me anyway! Its the implication that white is the more desirable it what worries me.
interstellardave
12-07-06, 16:27
I agree the ad is in poor taste and shouldn't have seen the light of day... to make a statement on our society, however, I would bet good money it wouldn't be as big a deal if the roles of the two ladies were reversed...
i hope no one thinks im crazy but i kind of like the add, having all three together makes it look like a smal epic....yeah small epic battle between the two colors and remeber people, we are talking about the PSPs.
James Burgon
12-07-06, 18:32
If it was the other way round (new PSP black was coming out and it was a black man doing the pose to a white woman) nobody would cause a stir.
I hate how stuff is blown out of proportion. We're meant to be all equal rights and so forth so why do we make being epic problems out of advertisement? Isn't that just seperating the racial groups in the long run.
I'm not racist in the slightest, and if I saw that advert wouldn't even think of it as being racially-charged. If anything it's sexist too saying woman are more powerful than men. How's that for being arsey :p?
Catapharact
13-07-06, 14:40
Well, Update:
Sony pulls the ads.
http://www.computerandvideogames.com/article.php?id=142822&skip=yes
How much PR representitives would it take to save sony? My money goes for 50.
If it was the other way round (new PSP black was coming out and it was a black man doing the pose to a white woman) nobody would cause a stir.
Exactly! if they were to have a black man holding a white woman... would anything stur? most likely not. I dont get it... when an african american insults whites they get off clean, Yet when whites do it to them all the sudden its a huge scandal... I never understood why this is...
interstellardave
13-07-06, 15:14
This all works in Sonys favor. They're not stupid. No-one has been talking about the PSP in a long time now. Most stories you see are about how the DS is actually winning the battle, sales-wise. This ad has people talking about the PSP again.
Catapharact
13-07-06, 15:19
Probably. Its not moral, but it worked. However, if the aim was to capture as many consumer groups as possible, this ad blundered big time.
Probably. Its not moral, but it worked. However, if the aim was to capture as many consumer groups as possible, this ad blundered big time.
or did it...
Catapharact
13-07-06, 15:58
Well I am not in the mood for buying a white PSP or any PSP for that matter anytime soon Lol!
Though the segrigation may cause surge buying as if one cosumer group wants to shove it to the other (i.e. Europens may foucus on buying White PSPs and Black ppl will stick with the Black PSP just to say Naya! to the other group.)
If you put it in that sense, then yes... Its brilliant!
xMiSsCrOfTx
13-07-06, 16:04
Oh... A white PSP? *Snaps back into focus* Erm, I do think it was a bad move on Sony's part. I totally agree with Cat, with the whole segregation thing. I mean, white and black people being separated (once again) over a handheld? That's pathetic and wrong, but it could and probably would happen. I don't think releasing a white PSP was that bad of a move, I think the ad pushed it over the top, though.
interstellardave
13-07-06, 16:06
It's not to get people to buy the PSP for any political or social reason, just to make waves and get people talking about the PSP itself... this story reaches a lot further than ANY billboard or print ad would normally. Part of any story regarding these ads (especially television news stories) will have the anchors explaining the product itself, to set the stage for the story. Boom! Instant free television coverage, which could boost sales too. As for the negative aspects, Sony can do what they already have done; say they "didn't mean anything by it" and "we're pulling the ads". Most people will accept that and forget it.
honestly i dont think the Netherlands, where the ad was put up, really cared or saw it as racism, its the US that happens to take everything and turn it into a Racist piece. Im not condoning their ad but im just saying, these things are the way they are because everyone has to blow everything into the air.
Catapharact
13-07-06, 16:32
To quote what was said somewhere else:
But you gotta realize that people don't wanna. If we were that civilized, there would be No wars, No Attrocities, and No Maddona performing live on stage.
omg! i love the madonna part! :vlol:
Controversy is what sells best nowadays. I do not think the ad was meant to be innocent at all. If it was no big deal people would not pay much attention.
xMiSsCrOfTx
13-07-06, 17:13
Controversy is what sells best nowadays.
There's no denying that. Maybe that's it. Maybe they knew it would draw so much attention worldwide.
PSP sales have dropped a lot recently so they probably got desperate and thought that doing this ad would raise publicity.
A famous saying goes: "Any publicity is good publicity" in their case it might sadly be right, I mean look how much her career IMPROVED after being found out for using cocaine?
For the record though, I totally disagree with the advertisement.
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