The cute babies in the SJW T-Mobile Super Bowl ad are not enough to keep it from being disturbing.
Why would a T-Mobile Super Bowl ad exalt infants as virtuous gender-diversity accepting role models?
The ad had nothing to do with promoting T-Mobile’s products or services. It is simply a promotion of “Progressive,” “Social Justice Warrior” values. The only connection I can see is that T-Mobile, by advocating babies as role models, is promoting immaturity. And immature people are more likely to make impulse purchases.
But real babies are nothing like the way they are described in that ad.
Ashley Rae Goldberg writes at MRCTV, “T-Mobile Super Bowl Ad Pushes Myth That Babies Don’t See Race Or Gender.” She points out the self-congratulatory noises that T-Mobile is making. But she also points out the ad is anti-science:
Although the premise that babies do not recognize differences is a tantalizing one for people who believe all people are created equal, study time and time again has shown that babies do recognize differences. In fact, in 2009, Newsweek ran a story—featured on its cover—asking, “Is your baby racist?
One of the studies referenced in the Newsweek article mentioned babies as young as six months notice race:
“Katz found that babies will stare significantly longer at photographs of faces that are a different race from their parents, indicating they find the face out of the ordinary. Race itself has no ethnic meaning per se—but children’s brains are noticing skin-color differences and trying to understand their meaning.”
At age three, the study found children begin to prefer to be friends with children of the same race:
“When the kids turned 3, Katz showed them photographs of other children and asked them to choose whom they’d like to have as friends. Of the white children, 86 percent picked children of their own race.”
At around five and six, the young children sorted people by race. This led University of Colorado professor Phyllis Katz to conclude, “I think it is fair to say that at no point in the study did the children exhibit the Rousseau type of color-blindness that many adults expect.”
She points out another study that confirms her point and then cites studies into gender differences among infants.
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