To live in such a color-blind society, it sure seems color matters to corporate America who would cease to exist if it were not for racial demographics. To sale products and services, businesses use various demographics such as race, gender, and age to separate society into potential buyer segments. African-Americans (as the politically correct demographic would suggest) is the Black folk's segment.

To gain the Black dollar, marketers must design commercials and sales promotions that they feel would appeal to the Black mind. Thus, they either higher a Black marketing specialist, or a white person who believes they know a little something about what Black people think and how they think.

Stereotypes, are usually the result. Such as the Office Depot's "Rubberband Man," who walks through the store from his mail room job wearing a large afro and dancing (so samboishly) to a 1980s R&B hit of "The Rubber band Man." Other examples consist of Black mothers (where no fathers are in the picture) who feed their children fast food and call it home cooked, and Coca Cola, who uses mockery of Black song and dance as its promo hype.

Walmart, continuing the tradition of draining the Black community of its dollars for things we do not need, has a commercial out that features Destiny's Child singing about the family at holidays. The family exchanges gifts, such as DVD players, lap tops and other non-essential goods as each of them smile and act as if this is quite a moment to share and remember. The slogan, "Hook up your home for the holidays" is flashed across the screen during the end.

The result of the ad is suppose to inspire Blacks to buy gifts at Walmart simply because Destiny's Child did and since they look so happy exchanging gifts, this would bring happiness to their family also. As elementary as it may sound, many people (influenced by such propaganda) are inspired by these type ads and they in "spirit of the holidays", spend into more debt.

Reality, however, does not bring happier times to many because not all Blacks can afford such gifts nor can their families get along long enough to enjoy one day of celebration. But the illusion of such a life is what companies use to prey on the mind. Though happiness is a fact in many families and should be, the target market for large companies does not include the low-income, except to exploit their misery, but they target the elite only.

Marketing to low-income means beer, cigarettes, and government assistance bill boards you may read in low-income communities from the freeway overpass. There is no goods and services for the poor except assistance and constant reminders of ways to forget your problems.

Please take heed to the advertisements on your television and in your community and realize that as long as you have a strong mind and a proper perspective on life you can survive the hype. Companies are not in business to make you look good, but to get your money. Get what you need when you need it and get what you want when you want it, not when they tell you you can or should have it.

© November 2006 by CR Hamilton