Racist ad...

One issue that I find particularly interesting regarding vintage ads is how companies that have historically been racially charged (racist), advertise then and now. An American example for this would be Aunt Jemima or Uncle Ben's or Land of Lakes butter. I bring you here a German example. "Sioux" is a German shoe company that was founded in 1954. Here one of their original advertisements from the 1950s: Behind the cut how the company, whose entire name is Native appropriation tackled this in the 1990s and currently. (I hope this is allowed, once.) (French ad. The male model in these ads is the Californian Yaqui Apache Rick Mora) (translation: The moccassin feeling) And NOW the company is doing away again with actual Native Americans, using "redface" instead and equating Native Americans with "wild" (savages?): "If the journey (or path) is the destination, good shoes are the start." "Shoes which don't fit in a drawer (category)" "Someone who is wild, is rather comfortable. But Sioux represents an exception."
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True, I keep trying to edit it to get the cut, but I fail. Any instructions, please? :(
You can try switching to HTML view and see if the tags are messed up. I would suggest removing the lj-cut tags, then switch back to Rich Text view and try reapplying the cut. I have no idea if that will work, but that's what I would try. I wish I was more tech savvy. I'm sure someone here has a better solution.
Wow, I can understand wanting to take a brand's ads in a new direction, but the white people wearing red face paint thing is really offensive. I could see it possibly working in the Americas, where a lot of people have an interest in Native American history and genealogy, but then again, major sports teams still have racist caricatures as mascots. And I hope this isn't taken the wrong way, but I find the Native American models a lot more interesting to look at then the rather generic white models, although the first guy does have very striking gray eyes.
I've got to agree; they're more artistic and the models are more attractive. The campaign in general looks more upscale. The other pics just look like the art department grabbed a bunch of generic pictures of white people from iStockphoto and photoshopped on the face paint, and the campaign has a look like this is a product sold at Target.
There were all kinds of problematic with virtually every ad campaign by this company. It would be interesting to see Racism_101 (the LJ community) or the Native Appropriations blog take this on.

Then again, I don't know how you can make this sort of thing NOT problematic. flipping it on it's side... Let's say (speaking as a Jew) you had a non-Jewish finance company call itself "JEW" and show a stereotypical hook nosed caricature, a la 19th century cartooning, sitting in a pile of coins. Let's say they updated the advertising and showed a respectable looking man and woman in a modern setting - we could even go further and say that they are portrayed by Jake Gyllenhaal and Natalie Portman - but clearly mark them as being rich. Which STILL invokes "greedy Jew" and then even more, if you invert it by making the two Jews bohemian types, it invokes other stereotypes ("dirty Jews" or "bohemians tend to be trust fund babies, these Jews are bohemians" - the latter still supports the "rich Jew" stereotype).

So basically, there is NO WAY to get it right when a company bases it's branding upon the image of a group of people and then selling to the majority. The only way this company could get it right is to totally take Native imagery out of their branding and find some other way to distinguish their product. They may even be able to keep the name in that case (how do we know it's not from Sioux City?) but it will require more inventiveness than the ad department probably has.

It's going to be problematic regardless of how they try to portray. The 90s campaign may invoke less of the stereotypical cartoon image, but it still is stereotypically marked in other ways (Native woman with blanket and baby!).
For me, the newest of the ads had the unpleasant taste of racial purity while still appropriating symbols from other cultures. Given Germany's history, I'd think that an ad company wouldn't want to go in that direction, but I guess I'm wrong about that.
That's not a German phenomenon, but a European one. These exact same groups (disgusting and clueless as they are) are hugely popular in the UK, Russia, Poland, the Czech Republic e.g. as well.

Example: http://newspaperrock.bluecorncomics.com/2011/08/british-couple-live-like-indians.html

http://www.youtube.com/watch?v=M-rKRu1cqdM
Fake Powwows in Poland by White Poles

And the (White) American boy scouts and girl scouts dressing up as Native Americans is not different in any way.

I like the ads from the 90s, especially because the models are not wearing stereotypical clothing like leather and denim. I understand the issue of appropriating Native American culture, but at least it does not depict negative stereotypes. Seems a lot better than the more recent warpaint ads. Those seem to be such a throwback.

Someone who is wild, is rather comfortable

rather --> rarely.