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Racist Television Commercial

The ad clearly aims to capitalize on stereotypes that Asians are weak in an effort to belittle Japanese made vehicles. To use "these aren't bamboo shoots" and "he isn't a geisha girl" as part of an ad campaign praising one's product implies that Bombardier ATV's are superior simply because they are not Asian. Obviously "geisha girls" have nothing to do with ATV's, but the ad seems to imply that Japanese women are "weak" and "submissive" so Japanese ATV's must be weak as well. There is no doubt that this ad is trying to capitalize on post-9-11 xenophobia. That is deplorable enough, but the fact that they are using and reinforcing Asian stereotypes in an effort to sell their product cannot be tolerated.

Unfortunately, I haven't found any links to this commercial on the web. However, I still encourage you all to contact the Bombardier consumer affairs representative via e-mail or phone. I've personally talked to her and, though she listened to my concerns, she seems to feel that the ad isn't offensive at all and said it will continue to be aired. It's obvious that more pressure needs to be applied before they realize that the use of bigotry in advertising is inappropriate. If this national ad is allowed to continue without protest it will only lead to more stereotyping and racial put-downs. Bombardier ATV contact info is as follows:

Consumer Affairs:
Tel: 715-848-4957 (USA)
Tel:819-566-3366 (CDN)
Fax: 819-566-3062
Bombardier.Service@recreation.bombardier.com

Marketing Department:
Bombardier Recreational Products
75 J.A. Bombardier
Sherbrooke, Quebec Canada
JIL1W3


Thank you for your concern,
Henry Hail


Henry Chiu Hail
hail@bc.edu