Imagem
Associação
-
[i] -
[i] -
[i]
-
[i] -
[i]
Reflexão
Negrita Sugar Packet
Original photograph of a packet of sugar from the ‘Cafés Negrita’ brand, founded in 1924 and still in circulation.
The image of the black woman is used in various coffee brands or related products and, in this case, it goes beyond the image itself and is present in the name itself - ‘negrita’. The use of this word, which is inherently racist and condescending, emphasises the ideas conveyed in the image.
The black woman is once again used and abused, characterised through exaggerated features and stereotypes, maintaining the image of the servile, exoticised and sexualised black woman, ideal for selling a product, a brand, an idea. Despite the fact that this and other brands are owned by white Portuguese owners, the image of the ‘Other’ is still used as an advertising tool.