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The ad was from an international campaign by a Swedish brand. Furthermore, that connotation is American. But it shouldn't be taken to an extreme, because there would never be an end to what connotation any person feels from every word. But I also understand that it's not often that easy: if a black guy has had bad experiences being called monkey, you may want to avoid using that term. Me refraining from calling my nephew a monkey would be their victory. In fact, I believe they want to associate a racist connotation, and they succeed when we recognise it. Racists call black people monkeys, so they associate a racist connotation to the term. Nothing of that appears in the ad, and I believe there was no intentional racism in the ad unless proven otherwise.Ĭonnotation.
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Racism is defined as the belief in the superiority of one race over another, which often results in discrimination and prejudice towards people based on their race or ethnicity. I think there are two things at stake here: I could have call my black nephew a monkey and it wouldn't have crossed my mind that it had racist connotations. Then I saw that it seemed to be a big thing in the US. I saw it in the news (not from the US), and not many people outside the regulars to this stuff paid attention. This week's controversy is H&M ad where a black kid is wearing a shirt that says 'The coolest monkey in the jungle'.
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