Caller says there is an 'implicit bias' in Dove ad

Social media users have slammed Dove over a racist advert.

A short video clip was posted on the company's US Facebook page showing a black woman taking off her brown T-shirt and turning into a white woman after using the product.

They have since apologised for any offense caused, saying they "missed the mark" in representing women of colour.

Eusebius McKaiser shared his take on the matter after a caller suggested that people approached the advert with some bias and pointing out that there has been no outrage over the Asian women represented in the advert.

At best you can conclude that the ad was insensitive because if for example a white person had been offended by the transformation of the white woman into an Asian, we would have to say that the offence was caused by that white person's own bigotry.

Paul, 702 caller

I think the only way you can conclude that it is racist is by people inserting their own biases and their own sensitivities into something that the agency did not intend.

Paul, 702 caller

McKaiser explained why the advert remains problematic.

The intention is not the be all and the end all in analysing any form of implicit bias.

Eusebius McKaiser, 702/CapeTalk anchor

Most behaviour that is bigoted does not fit into one explicit category, he adds.

If you want to understand how implicit bias operates, if you want to understand how for example institutional discrimination works, you are not going to find the answer by cutting open the head of the CEO and looking for an intention, it does not announce itself, it is not as honest as Steve Hofmeyer.

Eusebius McKaiser, 702/CapeTalk anchor

The Asian persons 'Asianness' is not salient to the fact that they are light skinned and sometimes those of us who are light skinned but not white become props in a world of whiteness. Everyone who is referring to the Asian element of it is being completely disingenuous.

Eusebius McKaiser, 702/CapeTalk anchor

Click on the link below to listen to the full audio....

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