Advertising is an odd bird in the business industry. Many businesses hate advertising for one simple reason, it’s nearly impossible to track effectively. Is an ad working? Can one really tell if it is or not? Then you have to ask the questions — How do I make my ad effective? What changes need to be made?
For Microsoft, a recent ad was changed that really brought the wrong kind of response. In a photo for a Microsoft advertisement, a black man was photoshopped out when the ad made it’s way to Poland. Here’s the photo comparison:
First, it’s obvious this was a Photoshop job. Most of the blog writers have accounted the change due to Poland’s ethnic homogeneity, if it’s a viable reason is where the debate lies. What does the photoshopping of the photo actually mean? Is Microsoft being racist in this situation, or are they just relating to their audience who’s predominantly of one race? Whatever the answer to that question is, Microsoft is in the process of taking the photo down.
The big issue with me is how horrid of a Photoshop job this was. I mean this was a complete hack job, and I’d find whoever did it and fire them or relinquish them of service. They didn’t even take the time to change the skin color of the hand. Tsk Tsk.