Microsoft replacement of black man causes uproar over a common advertising practice

by chris on August 26, 2009

Microsoft recently used a different version of a photo within an ad for two different markets. Apparently this has caused an uproar, Microsoft has apologized, and replaced the changed photo.

huffingtonpost.com

ms ad 2009 uproar 2009 Microsoft replacement of black man causes uproar over a common advertising practice

All they did was photoshop out a black man and replaced him with a white man. Advertisers and marketers have been doing this since the beginning of advertising and marketing.

I was part of a similar plan in 2003. I was a model for a Microsoft ad where they hired 3 men and 1 woman. The other two men were of Japanese and Chinese decent. Their intent was to use a different version of the ad for different markets, US, Europe and Japanese.

ms ad 2009 uproar 2003a 150x168 Microsoft replacement of black man causes uproar over a common advertising practice ms ad 2009 uproar 2003b 150x173 Microsoft replacement of black man causes uproar over a common advertising practice

Click on each photo icon above to see the full size ad.

Why is this just now being brought to light and frowned upon? Because the man was photoshopped and it wasn’t reshot with a different actor?

Scott August 26, 2009 at 6:11 pm

I like Endgadget’s take on the initial switcheroo.
http://www.engadget.com/2009/08/25/microsoft-sucks-at-photoshop/

“Microsoft Sucks at Photoshop” Not only that but the laptop in front of the black guy is a PowerBook.

Comments on this entry are closed.

Previous post:

Next post: