Conclusion

= Conclusion﻿ = //Love Hurts// (2011) is a 30-second advertisement for Pepsi Max that appeared on American television during the Super Bowl football game, watched by 111 million people. And there in all its glory was the Sapphire Stereotype: Black women as angry, overbearing, undesirable and hard to get along with. On top of that it showed black people as violent and heartless.

Peggy McIntosh in her article, //White Privilege, Unpacking the Invisible Knapsack// distinguishes between earned strength and unearned power conferred systematically. She explains that power from unearned privilege can look like strength when it is in fast permission to escape or to dominate (McIntosh, 1988). When making the connection between the commercial and Peggy McIntosh's statement I see the wife portrayed as holding a postion of unearned privilege, one in which she exhibits a significant amount of dominance and power over her husband.

This Pepsi commercial weaved together many themes from our class including race (black, white), power (gender, race) and a variety of different cultures, including but not limited to superbowl culture in itself. One of the main criticisms of this ad is that it **plays to stereotypes about blacks:** black women as undesirable shrews, blacks as violent and heartless, blacks as lacking in self-control.

"Confirmation bias is the aire that stereotypes breathe. It gives them live. So when black women, for example are stereotyped as angry and overbearing, then every example of an angry, overbearing black women makes the stereotype seem that much more believable, making it stronger"