By Collis H. Davis, Jr.

A World of Energy

Stunningly photographed, the television viewer is first drawn into a spectacular depiction of the desert.

On with the analysis: In Shot 2 we see a team of explorers trekking. They are accom- panied by a vehicle (Shot 3) loaded with supplies. In this group (although not shown here) is a white female as well. There is a narrator reminding us how important oil is to our society and why Texaco sends researchers to "ends of the earth" to find it.

In Shot 4, one explorer is consulting a palm-styled computer, and after a moment of suspense during which the camera circles around the figure, he makes a discovery. Pointing toward the ground and elated, he loudly exclaims, "This is it!  (cut to shot 5) We are here!," which is followed by raucus laughter.

This moment is followed by a black screen featuring the Texaco logo for a few seconds. And, as widely practiced in TV commercials, following the logo shot, there is what I call a "kicker" scene depicted by Shot 6. While dragging a huge trunk or box, we hear the same character say excitedly, "Don't you just love this job?" As a rhetorical question, no answer was forthcoming or expected.

Score card data last updated August 27, 2003:

      Agree   40         Disagree    20       Mixed opinion   21

(Note: Comments are published unedited and in the order in which they were received,  with the most recent placed at the top of this listing.)

"First, the analysis by Davis assumes that the figure using the palm/computer device is a scientist. That in fact may not be the case. The figure could merely be a "technician," a difference that would allow

a more casual attitude by him, following the presumed logic of Davis. [Technicians by the way come in various "races" besides being having a respectable occupation. Moreover, the figure could be a member of a group of technicians.]

Because the analysis assumes the figure is a scientist, therefore he is supposed to portray a serious, pensive demeanor. That is stereotyping, the very charge that Davis claims the commercial commits.

I have not seen the commerical but if the figure were young, then it would make sense that he might get "stuck" with doing manual labor, regardless of "race." Herein lies the humor. Moreover, even if the figure were a scientist, many cases require scientists do manual labor out in the field/wild.

Assuming the advertiser were mainstream, must that prevent use of humor with people of color? All of us must strive to combat racism but if we lose sense that we are all members of the same humanity, then we end up re-creating the divisions that we seek to dissolve. Shame on Davis and others who so quickly try to divide us." Contact:  CIR@runbox.com
Writer disagreed

"Texaco is represented by people who do not respect the buying power of Africans in America. A concerted boycott is the required action for this kind of over-the-top arrogance. I stopped buying their products in 1996 and do not see myself ever again using any of them.

Dialogue and opinion polls help to create great consumer statistics, nice news articles and allow employees to maintain jobs. But, polling without a suitable reactionary move to address the problem only gives guiltless redress to political conservatives to pass bills that further protect the power brokers of the majority race."
No checkboxes were ticked. The above statement, however, is indicative of the writer's opinion

I have not seen the commercial as yet.  I have dial-up which as you know takes forever and then some.  I will keep my eye out for the commercial and will respond.  Thank you for making me aware. No opinion indicated ( Note: This commercial is probably no longer on television. Therefore, I recommend you download the above file Tex160CnPk.zip on a machine with a 56Kb connection or faster.)

"I have not seen this commercial, but just viewing the photos here (since I am at work I am not downloading the commercial), I agree with Mr. Davis.

I am ALWAYS suspect of commercials using African Americans or other people of color (Latinos, Native Americans) because they usually do not depict a favorable view of us.

For example, the 'I am an American' commerical!  I understand the premise that we are a nation of many different people and cultures.  But, what is the significance when some of the candidates cannot even speak the language of 'America' well."

I should hope the Texaco would revamp this commercial and portray their Af Am scientist as one who is intelligent and not a bafoon!"
Writer agreed

"You're obviously an idiot."
Writer indicated: Disagree
(Davis response: Comments like the above are neither helpful nor enlightening. Instead, they say more about the accuser than of the accused.)

"Keep reading whatever satisfies you "in between the lines".  Doesn't necessarily mean its there or was intended, though."
Writer indicated: Disagree

"On a racial level, I agree that it portrays the "explorer", as less than sophisticated in personality instead of professional and scientist-like, which I agree we need more portrayals of.  However, what disturbs me more, is the focus on drilling for more oil and that we should rely on that as the only way we can manage our modern society, ignoring the gross environmental impacts of oil.  At least Shell and BP in their small ways are selling solar panels that they make themselves and have placed stakes other renewable solutions.  We need to move to higher efficiency and more renewable solutions.  I plan myself to get solar panels when we move, and am seeing how I can replace my old car with one with much higher mileage, and possibly one that uses non-petroleum solutions, such as biodiesel made from waste vegetable oil (www.biodiesel.org).  We have cut our electricity use 15-25% (depending on the month) since the California rolling blackouts just by using timers, power strips, and new light bulbs.  We can keep pushing advertisers to improve their depiction of blacks and other races, but we can't easily turn back environmental destruction."
Writer Agreed

"I agree with your take on the ad and to comment further on a previous comment. It doesn't matter if the author of this script is white, black , or purple what matters is the mental attitude and outlook.  At this point in time the most prevalent and dangerous form of racism and degradation is that which we (black people) impose upon ourselves.  So while it still does make a difference who said it and what their intent was sometimes it can still have the same effect.  Also all things are relative so the other issues you mentioned that are afflicting  our community such as drop out rates and teen pregnancy, are directly related to self image, self hatred and self racism.  Thank you for this exposure and I hope the viewing public realizes that this is but a drop in the ocean of the propoganda, disinformation and subtle brainwashing techniques that have become and institutionalized part of our racist society."
Patricia Abner indicated that she Agreed.

(Sorry, apologies to the writer below for this late posting. Was traveling in the U.S. during May.)

"May 5, 2002 - I think you have waaaay toooooo muuuuuuuch tiiiiiiime on your hands!!!  Let's not begin to see "spooks" behind every tree.  Be glad that Texaco showed a black scientist/geologist/geophysicist/researcher who does love his career.  Rather than a gansta bad boy sittin' aroun' chillin' as the gas pump attendant.  I do like the fact that the man loves his job.  In my opinion, you should too.  One of the secrets of true success is to find something you like doing and get paid well to do it.  This gentleman has discovered his God given talent and is exploiting it to the fullest just like the Creator intended.  You need to really come off the "they did this to me" syndrome and get a full dose of reality.  Any depiction of us in a positive light is acceptable.  Especially in a scientific capacity since our children seem to do the worst in math and science educationally and professionally. Thank you for reading."
Writer indicated: Disagree

"I find it hard to believe that Texaco would produce an ad that would degrade blacks. I think there are ads with whites in them that are degrading to whites if that is what you happen to be looking for. I take them for what they are simply an ad. You have to admit there are some pretty degrading ads out there with white people in them to. When will ever learn to live together and no be so sensitive about everything? Some White people need to learn to be more sensitive to about black issues. Some Black people need to learn that all white people are not racists.

If you found out that the ad was written, produced and directed by blacks, how would you feel about it then? You could not call then racists.

Don't we have more important issues in the black community to be concerned about? How about the school drop out rates? How about our children having children? Who was it that said,"I have found our enemy and it is us."
Writer disageed

"I think this one's a stretch." Writer disagreed.

"Yes...I agree with you!!"

"Sometimes a mole hill becomes a mountain.
If an African-American firm did create the ad, nothing probably would be said.
If, of course, the firm is not of African descent, the mole hill gets bigger.
--More militant than you"
Writer indicated: Disagree

"We should all be protesting this stereotypical characterization."
B. Lorraine Stuart Agreed

"We as Black people should keep in mind that it takes two
 to tango. The actors and models that take these jobs ought
 to stand up when forced to do the ol' buck-and-wing. This
 case reminds me of the Toyota flap. Who was the brother
 with the gold tooth that posed for that ad and who is the
 young otherwise attractive sister in those L'Oreal ads with
 her afro died a clownish, brassy blond! If "bosses" on our
 jobs see that we'll only settle for being our geniune,
 dignified African-American selves, racists would have to
 back down, and stop trying to put us in degrading
 situations. Those "Rosa Parks" moves are what got the
 civil rights movement up and running."

 Thanks,
 LEWBISOLA711@msn.com
 Writer indicated: Agree