In this advertisement for an Intel processor, a white man in business casual clothing is standing with his arms crossed in the middle of an office. He is flanked on both sides by three identical, uniformed black runners, each kneeling towards the center of the room in starting position.

discussion

Pay close attention to the text, wardrobe, casting, and staging of the advertisement. Who is in which role, and could they be switched?

What are the implications here concerning white versus black masculinity, different forms of power and strength, and relations of dominance?

Do you think it is possible to read the advertisement without a racial component? What suggestions for improvement would you make to the designer of the ad?