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Diversity Study: Super Bowl Ads Less Gender Offensive

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Seattle Seahawks head coach Pete Carroll, left, and Denver Broncos head coach John Fox laugh as they pose behind the Vince Lombardi Trophy before speaking at a news conference Friday, Jan. 31, 2014, in New York. The Seahawks and the Broncos are scheduled to play in the NFL Super Bowl XLVIII football game on Sunday, Feb. 2, at MetLife Stadium in East Rutherford, N.J. (AP Photo/Matt Slocum)

Seattle Seahawks head coach Pete Carroll, left, and Denver Broncos head coach John Fox laugh as they pose behind the Vince Lombardi Trophy before speaking at a news conference Friday, Jan. 31, 2014, in New York. (AP Photo/Matt Slocum)

STEVE REED, AP Sports Writer

While Super Bowl XLIX commercials were more sensitive and less gender offensive than in past years, women and people of color remain vastly underrepresented among the creative directors who are producing those ads, according to a diversity study released Wednesday.

The Institute for Diversity and Ethics in Sport at the University of Central Florida released its annual report showing the advertising industry’s continuing disparity in hiring practices in terms of race and gender.

The study found that of the 42 Super Bowl ads in 2015 for which data was available, only three — or seven percent — featured exclusively a person of color as the lead creative director. By contrast, 86 percent featured a white creative director and seven percent featured both a white person and person of color.

In terms of gender, 81 percent of the creative directors were male, 13 percent of creative directors featured both a male and a female. Only seven percent were exclusively females.

Richard Lapchick, the primary author of this study and director of TIDES, said that the percentage of people of color and women in creating and producing the Super Bowl ads hasn’t changed much.

“It’s one of those industries where there has not been much movement over the years,” Lapchick said. “The NFL and the Super Bowl audience is very diverse, and it’s just not reflected in the people who are preparing and creating these ads.”

The study also pointed out that of 61 commercials, 19 had African-Americans in a lead role, a significant increase since when the study was first conducted in 2011.

Lapchick believes that the key figures of Madison Avenue advertising agencies should mirror the NFL’s efforts when it comes to the improved hiring practices of people of color and women in recent years.

The adoption of the Rooney Rule, which increases the pool of minority coaching candidates, has helped the NFL has received an overall A grade for its racial hiring practice in each of the last five years. The NFL earned a C- for its gender hiring practices in 2014, for an overall grade of B.

Lapchick said he was pleasantly surprised with the overall content of this year’s Super Bowl commercials compared to recent years.

In previous years, Super Bowl ads routinely used gratuitous sexual content, gender stereotypes and gender roles to sell a company’s product or service. However, he said the use of sex to sell and objectifying women was very limited in 2015.

“As our team watched the Super Bowl and watched the individual ads there was a large degree of surprise at the non-stereotypical ads, but also the positive images that were being portrayed,” Lapchick said.

Lapchick also believes advertising directors were more sensitive about gender violence following the Ray Rice domestic abuse case and, to a lesser degree, the Adrian Peterson child abuse case.

“I think that had a tremendous impact on the ads this year,” Lapchick said. “… I don’t have any doubt that factored into not only the toning down of the ads, but the fact they were actually sensitive, particularly to gender issues.”

Racial and gender data was only available for 42 of the 61 advertisements aired during the 2015 Super Bowl, compared to 58 out of 66 in 2011. Lapchick said this was due to advertisement agencies being unwilling to provide the names of their creative directors for the respective advertisements.

The study finds that 50 of the advertisements were produced by major advertising industries, compared to 48 in 2011. The remaining 11 were produced in-house by corporate marketing departments or through third parties, by contest winners or other non-professionals.

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AP NFL website: www.pro32.ap.org and www.twitter.com/AP_NFL

Copyright 2015 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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Oakland Post: Week of April 24 – 30, 2024

The printed Weekly Edition of the Oakland Post: Week of April 24 – 30, 2024

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State Controller Malia Cohen Keynote Speaker at S.F. Wealth Conference

California State Controller Malia Cohen delivered the keynote speech to over 50 business women at the Black Wealth Brunch held on March 28 at the War Memorial and Performing Arts Center at 301 Van Ness Ave. in San Francisco. The Enterprising Women Networking SF Chapter of the American Business Women’s Association (ABWA) hosted the Green Room event to launch its platform designed to close the racial wealth gap in Black and Brown communities.

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American Business Women’s Association Vice President Velma Landers, left, with California State Controller Malia Cohen (center), and ABWA President LaRonda Smith at the Enterprising Women Networking SF Chapter of the ABWA at the Black Wealth Brunch.
American Business Women’s Association Vice President Velma Landers, left, with California State Controller Malia Cohen (center), and ABWA President LaRonda Smith at the Enterprising Women Networking SF Chapter of the ABWA at the Black Wealth Brunch.

By Carla Thomas

California State Controller Malia Cohen delivered the keynote speech to over 50 business women at the Black Wealth Brunch held on March 28 at the War Memorial and Performing Arts Center at 301 Van Ness Ave. in San Francisco.

The Enterprising Women Networking SF Chapter of the American Business Women’s Association (ABWA) hosted the Green Room event to launch its platform designed to close the racial wealth gap in Black and Brown communities.

“Our goal is to educate Black and Brown families in the masses about financial wellness, wealth building, and how to protect and preserve wealth,” said ABWA San Francisco Chapter President LaRonda Smith.

ABWA’s mission is to bring together businesswomen of diverse occupations and provide opportunities for them to help themselves and others grow personally and professionally through leadership, education, networking support, and national recognition.

“This day is about recognizing influential women, hearing from an accomplished woman as our keynote speaker and allowing women to come together as powerful people,” said ABWA SF Chapter Vice President Velma Landers.

More than 60 attendees dined on the culinary delights of Chef Sharon Lee of The Spot catering, which included a full soul food brunch of skewered shrimp, chicken, blackened salmon, and mac and cheese.

Cohen discussed the many economic disparities women and people of color face. From pay equity to financial literacy, Cohen shared not only statistics, but was excited about a new solution in motion which entailed partnering with Californians for Financial Education.

“I want everyone to reach their full potential,” she said. “Just a few weeks ago in Sacramento, I partnered with an organization, Californians for Financial Education.

“We gathered 990 signatures and submitted it to the [California] Secretary of State to get an initiative on the ballot that guarantees personal finance courses for every public school kid in the state of California.

“Every California student deserves an equal opportunity to learn about filing taxes, interest rates, budgets, and understanding the impact of credit scores. The way we begin to do that is to teach it,” Cohen said.

By equipping students with information, Cohen hopes to close the financial wealth gap, and give everyone an opportunity to reach their full financial potential. “They have to first be equipped with the information and education is the key. Then all we need are opportunities to step into spaces and places of power.”

Cohen went on to share that in her own upbringing, she was not guided on financial principles that could jump start her finances. “Communities of color don’t have the same information and I don’t know about you, but I did not grow up listening to my parents discussing their assets, their investments, and diversifying their portfolio. This is the kind of nomenclature and language we are trying to introduce to our future generations so we can pivot from a life of poverty so we can pivot away and never return to poverty.”

Cohen urged audience members to pass the initiative on the November 2024 ballot.

“When we come together as women, uplift women, and support women, we all win. By networking and learning together, we can continue to build generational wealth,” said Landers. “Passing a powerful initiative will ensure the next generation of California students will be empowered to make more informed financial decisions, decisions that will last them a lifetime.”

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Business

Black Business Summit Focuses on Equity, Access and Data

The California African American Chamber of Commerce hosted its second annual “State of the California African American Economy Summit,” with the aim of bolstering Black economic influence through education and fellowship. Held Jan. 24 to Jan. 25 at the Westin Los Angeles Airport Hotel, the convention brought together some of the most influential Black business leaders, policy makers and economic thinkers in the state. The discussions focused on a wide range of economic topics pertinent to California’s African American business community, including policy, government contracts, and equity, and more.

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Toks Omishakin, Secretary of the California State Transportation Agency (CALSTA), answers questions from concerned entrepreneurs frustrated with a lack of follow-up from the state. January 24, 2024 at the Westin Los Angeles Airport Hotel, Lost Angeles, Calif. Photo by Solomon O. Smith
Toks Omishakin, Secretary of the California State Transportation Agency (CALSTA), answers questions from concerned entrepreneurs frustrated with a lack of follow-up from the state. January 24, 2024 at the Westin Los Angeles Airport Hotel, Lost Angeles, Calif. Photo by Solomon O. Smith

By Solomon O. Smith, California Black Media  

The California African American Chamber of Commerce hosted its second annual “State of the California African American Economy Summit,” with the aim of bolstering Black economic influence through education and fellowship.

Held Jan. 24 to Jan. 25 at the Westin Los Angeles Airport Hotel, the convention brought together some of the most influential Black business leaders, policy makers and economic thinkers in the state. The discussions focused on a wide range of economic topics pertinent to California’s African American business community, including policy, government contracts, and equity, and more.

Toks Omishakin, Secretary of the California State Transportation Agency (CALSTA) was a guest at the event. He told attendees about his department’s efforts to increase access for Black business owners.

“One thing I’m taking away from this for sure is we’re going to have to do a better job of connecting through your chambers of all these opportunities of billions of dollars that are coming down the pike. I’m honestly disappointed that people don’t know, so we’ll do better,” said Omishakin.

Lueathel Seawood, the president of the African American Chamber of Commerce of San Joaquin County, expressed frustration with obtaining federal contracts for small businesses, and completing the process. She observed that once a small business was certified as DBE, a Disadvantaged Business Enterprises, there was little help getting to the next step.

Omishakin admitted there is more work to be done to help them complete the process and include them in upcoming projects. However, the high-speed rail system expansion by the California High-Speed Rail Authority has set a goal of 30% participation from small businesses — only 10 percent is set aside for DBE.

The importance of Diversity, Equity and Inclusion (DEI) in economics was reinforced during the “State of the California Economy” talk led by author and economist Julianne Malveaux, and Anthony Asadullah Samad, Executive Director of the Mervyn Dymally African American Political and Economic Institute (MDAAPEI) at California State University, Dominguez Hills.

Assaults on DEI disproportionately affect women of color and Black women, according to Malveaux. When asked what role the loss of DEI might serve in economics, she suggested a more sinister purpose.

“The genesis of all this is anti-blackness. So, your question about how this fits into the economy is economic exclusion, that essentially has been promoted as public policy,” said Malveaux.

The most anticipated speaker at the event was Janice Bryant Howroyd known affectionately to her peers as “JBH.” She is one of the first Black women to run and own a multi-billion-dollar company. Her company ActOne Group, is one of the largest, and most recognized, hiring, staffing and human resources firms in the world. She is the author of “Acting Up” and has a profile on Forbes.

Chairman of the board of directors of the California African American Chamber of Commerce, Timothy Alan Simon, a lawyer and the first Black Appointments Secretary in the Office of the Governor of California, moderated. They discussed the state of Black entrepreneurship in the country and Howroyd gave advice to other business owners.

“We look to inspire and educate,” said Howroyd. “Inspiration is great but when I’ve got people’s attention, I want to teach them something.”

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