COLUMN: Don't take lessons from Crest

From Davina Figeroux's, "Say It Ain't So," Fall '97 From Davina Figeroux's, "Say It Ain't So," Fall '97Thundercats, Good Times, Diff'rent Strokes and The Facts of Life -- that was the after-school line up. My sister and I knew all of the words to almost every commercial known to show during these shows -- such as the Burger King commercial sampling "Ain't Nothin' Like the Real Thing," and a series of Crest commercials that, in retrospect, I have difficulties with. It featured patients, all children, sitting in the dentist's chair having just been told they have a cavity. Most of the children bowed their heads in shame saying things like "How devastating," and "I can't believe I let this happen!" The last child featured in the commercial was a black girl -- the only minority in the commercial -- who shouted angrily at the dentist "I BRUSH! I REALLY DO! HOW CAN I POSSIBLY HAVE A CAVITY!" There was also a version in which adult patients couldn't believe how long it was taking for the dentist to scrap off all of their tartar. The white patients reacted similar to the white children: sighing and looking embarrassed. The black woman said in response to the dentist,"Not even close?" followed by her sucking her teeth and rolling her eyes. I found both of these commercials amusing when I was 10 or 11, but it wasn't until years later, when I heard a classmate say "All black people have attitudes" did I realize the impact of messages like those in the Crest commercials. As a result, I believe stereotypes of all races are perpetuated on television, and in several instances in shows and commercials directed at younger audiences. Because children watch a lot of television, advertisers and TV producers are teaching viewers what roles minorities have in society. For example, Seinfeld -- albeit my favorite program -- has yet to have a positive black character on the show. So far, blacks have portrayed a crooked lawyer, a security guard who slept on the job and a long distance runner who missed his marathon. Also this summer, after being persuaded by many people, I finally saw Jerry Maguire. This revealed the other avenue of success for blacks -- sports -- and its sole motivator -- "Show me the Money!" I was no longer surprised that my black male friend was asked "What sport do you play?" when he visited Dartmouth. Did someone forget to tell me that all black college students were athletes? Today, blacks are often portrayed in commercials for trendy products. Commercials for sneakers, featuring rap soundtracks or involving dancing will often feature an African American, as if these are the only arenas for achievement for blacks. Consequently, one of my co-workers, who wants to learn how to dance has repeatedly asked me to teach him Will Smith's moves in the Men in Black video. I have been accused of over-analyzing the whole media thing, but again and again I am reminded of what we are led to believe. Outside of black shows (such as The Cosby Show), it is hard for me to come across a character that does not reflect stereotypes. Aside from having attitudes and being adroit at sports and dancing, I was also shown there are certain qualities valued in the black community such as light skin and/or eyes and "good hair" which most black characters seem to have. Recently, while reading Essence -- a magazine devoted to the concerns of black women -- I came across the "Essence Women of Style" contest requirements. Among the requirements for this contest, which seeks a woman who is "climbing the corporate ladder, raising a family, or doing community service," are samples of your shade of foundation, powder or blush. Some things never change. I am anxious to see who will win this contest, as well as what shade of foundation she wears.