Chinese Baby JELLO Ad

September 22, 2010 at 11:27 pm Leave a comment

While on youtube I came across this video. It is an ad for JELLO from the 1950s or 1960s. I thought it would be appropriate to share it with you.
This commercial features a Chinese Baby trying to eat Jello with chopsticks. His mother brings him “great western invention. Spoon” and the little Chinese baby is able to eat his JELLO.
This ad is racist on many levels.
The most pronounced in the use of pidgin english by the narrator.
The use of the stereotypical gong and music is also very racist.
Another subtler racist aspect to this commercial is the spoon. By showing that chopsticks are ineffective for eating JELLO and an American spoon is needed it is implied that in order for the Chinese to be happy and to prosper in this country the chinese need to assimilate to our ways and become more “American”.

Posted by Megan Kilroy

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Entry filed under: Uncategorized.

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