No, this post is not about Mao, or even Billy Bragg. Rather, it’s about an advance I have to admit I’d waited for all my life, and had frankly given up on seeing come to fruition. Why? Because it’s an advance on the eye of hell, where things change pretty damned slowly. In fact, the advance is in advertising on the eye of hell, where things, for the most part, don’t change at all.

I wrote a couple of years ago (yikes! I’ve been blogging for two years!) that words like “period” and “menstruation” had finally started replacing “time of the month,” although such things are still visually represented by blue fluid. This is easily as big as that.

Hidden Valley Ranch salad dressing bottleI think I was about 10 or 11 when I first noticed the problem. I’d see ads that spoke of a special little town called Hidden Valley, where the kids never complained about eating their vegetables, because they all came with a thick coating of mayonnaisey spoodge that made them oh-so-tasty. I’d be watching these packs of kids happily downing their dripping broccoli, and it occurred to me that they were all white! The happy town of Hidden Valley was restricted!

Well, this week I saw an ad for Hidden Valley in which the veggie-lovin’ local kids were crowding around what looked like an ice cream truck, which in fact, served cones of salad drowning in the glory that is ranch dressing. And among those kids, I was astonished to see one or two of African descent! At last, these children were being judged not by the color of their skin, but of the content of their salad cones! It was beautiful.

Of course, salad dressing is just one example of the long list of products that have been segregated on the eye of hell all these long years. For decades, Madison Avenue has tried to convince us that separate detergents, fast food establishments, shoes, and pet foods could be equal. Those days may at last be gone.

eHarmony logoThink about dating services. For as long as they’ve advertised on the eye of hell, they’ve demonstrated their successes by showing us couples who always just happened to share ethnicity along with chemistry. Was it a decades-long series of coincidences, like the coin flips in Rosencrantz and Guildenstern Are Dead? I doubt it. I don’t know if they ever had rules regarding interracial couples, and if they did, I don’t know when those rules changed, but on the eye of hell, it had always clearly been a strict “no miscegenation” policy.

A couple of weeks ago, I saw an ad for eHarmony (one of the first, I believe, to do without the presence of Dr. Neil Clark Warren) in which a black man was shown next to a set of three thumbnail images of women, apparently representing the choices picked for him by their computer. Two of them were black, but one was white.

Then, just last week, I saw a spot for the service that showed three happy couples, two of which were of mixed ethnicity. Wow.

I have to wonder what the cause of this long-delayed advance might be. I suppose it’s possible that the fact that we’re (hopefully) on the verge of electing our first mixed-race president might be an indication to the ad execs that we just might be ready for such a radical concept. I really don’t know, but I’m glad to see it finally happening.

Next up: gender roles and sexuality. Don’t hold your breath.

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