How did Converse miss this?
This past week, the heritage shoe brand Converse has pulled its advertisement, which critics say has imagery reminiscent of a Ku Klux Klan robe and lynching. The ad has received substantial backlash for a valid reason--the unusual position of the lighting seems to depict a pointed KKK robe, and the placement of the black shoes evokes imagery of a hanging body. These symbols, though they might not have been purposeful, reminded many viewers of the atrocious, racially-motivated historical events that continue to impact Black communities in the present day.
Most media-literate responses understood the nuance of the images, regardless of Converse’s original intentions. On the other hand, a significant number of people felt that the imagery of these photographs was a reach, even calling the perspectives of others “too woke” or “overreactions.” Though people can see the same image and interpret it differently, if the image can be interpreted in such a negative manner, the ad should have been reworked and never released in the first place.
Following the backlash, Converse released a statement, writing, “We’re sorry, we understand why this image is deeply upsetting and recognize that we got this wrong…This should not have happened and we will do better.” The question remains: was this campaign an intentional racist dog whistle, or did Converse simply ignore what was right in front of them? No doubt, although it could have been a complete misunderstanding, the quick ability for viewers to point out the imagery challenges how the advertisement made it through the creative and approval process in the first place. Within seconds of seeing the campaign, viewers were able to identify the stark symbolism associated with the KKK, reflecting how such obvious historical associations were overlooked during the production and endorsement of the advertisement.
If viewers can recognize the problem in seconds, perhaps Converse should take more than those seconds to recognize it themselves.
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