Radio ad with Chinese accent ruled to be ‘mocking caricature’
Stereotype to caricature: Ad Standards has ruled that attitudes to accents have changed in five years
A radio ad that was cleared of racism five years ago has been ruled a breach of the advertising code of ethics because it is similar to “old tropes used to mock Asian characters”.
The ad, from regional Victorian business L&J Web Fencing, features “fences of the world”, including the Great Fence of China, plus other barricades in America (Fort Knox) and Scotland (Hadrian’s Wall). Each example is introduced in an exaggerated accent from the region.
Ad Standards received a complaint that the ad was racist due to the exaggerated Asian accent.
“Relying on fake accents for the sake of humour belongs in the ’90s and is not appropriate in a multicultural society,” the complainant wrote.
The ad has aired on Triple M and Hit FM in the region for a number of years, and received a previous Ad Standards complaint in 2021, which was dismissed at the time.
L&J Web Fencing argued the commercial was “created with a light-hearted and humorous intent and was never designed to offend, stereotype, or cause harm to any individual or cultural group” citing the “long-standing history of the advertisement and the absence of previous issues” as a reason why it feels the ad doesn’t “warrant a change at this time.”
The Ad Standards panel disagreed, ruling the ad contained content that could be seen as vilifying people on account of race or ethnicity.
The panel noted the ad was produced several years ago but that the advertiser should be aware that attitudes had changed.
It wrote: “Community standards evolve over time, and that the view of the Australian community on topics of racial stereotypes may have evolved since 2021.”
It ruled “the Asian accent appears to be exaggerated along similar lines as old tropes used to mock Asian characters, or used by non-Asian actors portraying the role of an incoherent Asian character … The Chinese accent used is exaggerated to the point that it becomes a ridiculous, mocking caricature, rather than humorously poking fun at a stereotype.”
L&J Web Fencing told the panel it will put the ad on hold “until they can modify”.
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