Black Single Mother Household Worth Millions to Advertisers

     Last night the 2010 Superbowl aired and it made tv history by having the most viewers ever!  There were several tv ads, many of them were Frito-Lays where they advertised Doritos.  One of the Doritos commercials, which was actually rated as one of the favorites by Superbowl viewers, was very controversial to many of us!  Yes, it was the one where there was a Black single mother whose son slapped her Black male date for checking out his mother as she walked across the room.   These depictions have been proliferating in the media, in musical lyrics, movie scripts, television scenes, etc. and now television commericals.   And this was not just any Doritos commercial, but a Superbowl ad that Frito-Lays paid millions to air with several million viewers watching.   This is what these marketers are subconsciously engraining in society’s psyche, that Black single mothers is the “norm”. 

     We all know that data and statistics indicate that only 1 out of every 3 Black children born, as 2002, are born to married couples, the other 2 of 3 are born to single mothers, allegedly more than double that of White children.  However, the reality is that there are more White single mothers than Black single mothers, the difference is that many of those White single mothers are divorced whereas many of the Black single mothers were never married.  Furthermore, Black boys raised by single mothers  are more inclined to go to prison, drop out of school, live in poverty and become dependent on drugs/alcohol as opposed to White boys raised by their single mothers.  The Black single mothers have a much tougher time rearing their sons because of their limited resources and limited support system, non-preferential treatment by state/local governments, sex discrimination by employers and negative societal expectations whereas their White counterparts do not have half of these obstacles to deal with.  This only goes to support my stance that our children need both parents, whether it be in the home or as an active parent in their lives. We are going to perpetuate the destruction of our children’s lives, and therefore the future of our community, if we allow this image to become so acceptable and so mainstream that it’s replete in music. television and movies.  We all have a duty to end it NOW!

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