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Picture of the day: Anger as ad depicts black boy as dog

Advertising company Ogilvy’s ‘Feed a child’ ad has been criticised for its portrayal of a black child as a dog.

The video shows a black boy being given treats by a rich white woman as a reward for fetching the newspaper and also shows him lying on her lap and she pats him and gives him a snack.

According to the company’s website the advert “aims to trigger an emotional reaction in order to get people talking about this issue and therefore create more awareness around what Feed a Child do.”

However many do not see it that way.

Those who have seen the Youtube video, which has now gained more than 23,000 viewers, have found it racist and offensive.

“This commercial is so stupid, so disturbing and if you can't see the racism in this it's obvious that you are flat out stupid or racist yourself,” one person commented on Youtube.

“This ad is insane it portrays a picture that is simply not true I'm shocked really and sickened. I can honestly see the offensive gesture. I'm white and I say this is wrong. I can't believe this has been released especially with the unrest in our country at the moment seriously next time think guys,” another wrote.

The video ends with the message: "The average domestic dog eats better than millions of children" and a call for a R20 donation to the organisation via sms.

Arnau van Achterbergh of the "Feed a child" organisation had this to say on the matter: "Feed a Child are open to any feedback on the commercial but for now believe that it remains valid and is serving its important purpose of raising awareness. If you wish to share your views you can contact us via email: management@feedachild.co.za"

Have you seen the video? What are your thoughts on it?

 

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