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- Historically, the Negro was used in many negative ways in advertising. Traditionally such products as Gold Dust Washing Powder, Bock Beer, Walker's Deluxe Bourbon, Aunt Jemima baking mixes, Cream O'Wheat, showed the Negro in servile employment. Their black skin was used to contrast whiteness against blackness. (en)
- Martinez believes that advertisers and mass media that utilize and show Mexicans have selectively presented and exaggerated racial and ethnic cultural characteristics. The consequences, to Martinez, are logical; the Mexicans are portrayed as being naturally inferior to the majority of the audience. This fact then gives esteem to the values and beliefs of the majority and detracts from the "used" minority. He also believes that for the majority of television viewers, in this instance, to find nothing objectionable, or distasteful, about an advertiser's image of Mexicans suggests tacit agreement with that image (en)
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