If you, like me, frequent the “internets,” it’s likely you’ve seen or read about the controversial “high fructose corn syrup” commercials (paid for by the Corn Refiners Association, of course) that egregiously endorse consuming the one thing in this country that has contributed most to childhood obesity and late-onset diabetes.
What gets to me most about these infomercials is not so much the idiocy of their message — namely, the “sweet surprise” of HFCS is that it’s good for you! – but the strange use of race in delivering it. A conscientious yet naive white woman rejects the purple drink that her black counterpart liberally pours into cups bound for the children around them. “You don’t care what the kids eat, huh?” asks sarcastic and morally shocked white mom, as she stares disapprovingly at irresponsible black mom. But of course, the Corn Refiners Association knows better and ends the commercial by positioning black mom as the more informed and enlightened one, which in my mind immediately invokes some watered down version of the archetype of the Magical Negro. (OK, so maybe I’m stretching it here, but still I’m a firm believer that these race archetypes persist even in the most nuanced of ways). White mom is stereotyped too — her rather plain hairstyle and outfit clash with black mom’s more “colorful” ensemble. By the end of the ad, both moms are friends again, small-talk, HFCS and all (with dull white mom even dishing out compliments out of some sort of, um, white guilt?) But I digress. See for yourself:
Of course, a far more incisive look at the juice wars can be found here:





