Since the conception of the United States, Black people have been objectified as entertainers. This stereotype persists in our society today. 84.3% (27/32) of advertisements analyzed included characters of color. 48.1% (13/27), or roughly half of the advertisements portrayed them as either public entertainers, athletes, or a mix of these identities. 96% (31/32) of the advertisements included white characters. 19.3% (6/31) of the advertisements portrayed them as either public entertainers, athletes, a celebrity playing themself, or a mix of these identities. This statistic suggests that Black people are 28.8% more likely to portray public entertainers, athletes, or both than white people in Super Bowl advertisements. The prominence of this stereotype dropped from 50% (8/16) of advertisements in 2019 and 2020 to 31.3% (5/16) of advertisements in 2021 and 2022. While the presence of the stereotype only drops by 18.7%, it is still worth noting and warrants further research.
The unequal portrayal is very clear in the advertisements that I analyzed. The first example is of an advertisement in which an all-Black band, The Roots, are encouraging Jimmy Fallon to keep running by playing live music for him. While Jimmy is having a difficult time exercising, the entire band from his talk show is rolled out onto a moving stage to cheer him up.
A band performs exclusively for Jimmy
Attribution: Screenshot from Michelob ULTRA. Jimmy Works It Out. (February 2020)
This musical group features members of the band The Roots, the band for Jimmy Fallon’s talk show, so it is not completely unusual that they are featured in his advertisement. However their portrayal as “constantly playing music,” even when on a running track, alludes to the entertainer stereotype.
The next example touches on the same idea of Black people as musicians. The only Black people portrayed in this advertisement for wine are seen clapping for a white man at his wedding, seemingly after performing music.
Black characters are set behind instruments, likely having just performed.
Attribution: Screenshot from yellow tail. Tastes Like Happy. (February 2019).
The fact that the musicians are the only Black people in this advertisement highlights just how the stereotype has persisted. The stereotype may not always be front and center, but it is still widely used.
The next example features a Black man as the announcer and host of a high school reunion.
A Passive-aggressive Black host of a high school reunion.
Attribution: Screenshot from AT&T. A Lot In Common. (February 2022).
The Black host is clearly excited when he announces in his booming voice that a white woman is the winner of the “most admired alum” award. As opposed to just reading off the script, he gives a form of entertainment value just through his personality.
The last screenshot example is of actor Don Cheadle ziplining out of a helicopter onto his private boat. Such a stunt has strong entertainment value, as audiences often enjoy seeing risky performances.
Actor Don Cheadle ziplining out of a helicopter onto his private boat
Attribution: Screenshot from Michelob ULTRA. All-Star Cast. (February 2021).
Cheadle’s performance certainly has high entertainment value, as it is clear that there was a large budget for this advertisement, as well as a certain amount of risk involved. The Black entertainer trope can undoubtedly be applied to this scene in the advertisement