This can of tabacco made me think about the article we read in class that described a blogger who was very offended by many of the Native American costumes during Halloween. However, it seems to me, like the stereotypical portrayal of Native Americans is everywhere, yet only receives media attention during Halloween.
While Natural American Spirits, does say that a no-additive tobacco is not healthier, the fact that they embrace the culture of Native Americans makes one feel like it is a more natural and safer alternative to cigarettes like Marlboro. They have certainly used the images and culture of Native Americans to enhance their product and sell more tobacco. This is a corporation that is doing this everyday as opposed to young adults that may dress up for one day yet there is much more backlash around Halloween season. What I find interesting is that while Dirks writes that many people engage in Halloween as a “ritual of rebellion” I don’t think Natural Americans Spirits is rebelling but rather embracing the cultural identity.
Is it okay for corporations to profit off these racial stereotypes?