An OMG, We Do Exist! Experiment (#2): Target
In my local Target, there are hundreds of in-store advertisements. I wandered around my store, counting all of the ads that had people in them. (Ads with non-humans were not counted. Just to be specific.) I literally lost count after 150, but that’s because I was with my nieces at the time and children are distracting.
So, as previously stated, I didn’t want the employees to think that I was casing the joint. Let’s just use the number 150 for the purpose of this story, I plan to go back to Target later in the week anyway, and I’ll update this post then.
These are my findings:
- Out of “150” ads, 120 ads had POC in them.
- Out of the 120 ads with POC, 90 of them were exclusively ads with POC.
- The POC of African descent had natural hairstyles that were classy and well-done.
- Many pictures of people who are South Asian and Afro-Asiatic.
- In the Children’s departments, the majority of the ads were “integrated.” Unlike the rest of the store.
- In the Girl’s Department, there were multiple ads with girls engaging in team work.
- In the Boys Department, there were multiple ads with boys engaging in independent activities.
- In the toy department, there were very few dolls of “color.” Almost all of the POC dolls were either Disney “Princesses” or Dora and her (human) friends.
It is important that I mention that I live in the suburbs where the population is majority non-People of Color. (I’d say it’s 60-40.) However, it is very interesting how my local Target store can showcase such diversity. Unlike H&M, Target’s in-store ads show children that they do exist and that there are no “default” humans.
Target—at least according to their in-store adverts and commercials—seems to get that they can still be a conglomerate whilst having positive PoC representation, without having to purposefully “diversify” their advertisements in order to appease their clientele.
NOTE: (1) I still plan to go back to my local store anyway, so I can finish my count then. (2)I don’t live that far from another Target store, so I think that I might look at their store as well to compare and contrast.