Intel

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Intel Corporation is an American multinational corporation and technology company headquartered in Santa Clara, California, in Silicon Valley. It is the world's largest and highest-valued semiconductor chip manufacturer on the basis of revenue, and is the developer of the x86 series of microprocessors, the processors found in most personal computers (PCs). Intel ranked No. 46 in the 2018 Fortune 500 list of the largest United States corporations by total revenue.[1] Intel is incorporated in Delaware.

Intel Corporation was established on July 18, 1968 by semiconductor pioneers Robert Noyce and Gordon Moore (of Moore's law), associated with the chief administration and vision of Andrew Grove. The ompany's name was considered as portmanteau of the words integrated and electronics, withco-founder  Noyce having been a critical creator of the integrated circuit (the microchip). The way that "intel" is the term for intelligence information made the name appropriate.[2]

Intel Core 2 Duo Processor Ad

Intel Core 2 Duo Processor Ad.

Intel released an advertisement for a desktop processor in 2007 showing a business-attire dressed white male surrounded by six muscular black men — who are all bowing down in a sprinter's pose that is easily also read as one signifying servitude. The advertisement reads “Multiply computer performance and maximise the power of your employees.”[3]

The advertisement, which depicted a white supervisor standing among six bowed black men, was signified "to convey the performance capabilities of our processors through the visual metaphor of a sprinter," as per a post on an Intel company blog by the company's director of integrated marketing.[4]

Controversy

The ad was found racially offensive by many people. It was pulled by Intel before publication in North America in all but one entry, a Dell catalog, said an Intel spokesperson.

It turns out to be especially upsetting when we consider the verifiable connection between the slave exchange and the ad industry, who worked together with each other in the commodification of black bodies as property to be purchased and sold. The nslaved  were either advertised in papers as available property or recognized as missing property when they got away from their slave masters..[5]

Clarification

Intel admitted that the ad was a mistake. Intel VP and director of integrated marketing Nancy Bhagat said that they didn't convey the execution with their intended message and indeed end up being insensitive and insulting.

The Intel representative disclosed to ChannelWeb that the ad had first published Europe, where Intel initially got complaints about it in June. She said Intel would find a way to stay away from such episodes in the future, such as ncluding its existing in-house diversity team in the verifying cycle for ads. Presently, the diversity team works on different issues, such as hiring.

"Two months ago, we knew of the issue and pulled the ad. We tried to pull all the entries that we had placed, but there was one that made it into the Dell catalog that we didn't manage to pull," the spokesperson said. The agency that created the ad was McCann Erickson, as indicated by the representative. She would not say whether blame for the advertisement was being laid at the feet of the ad agency or Intel.[6]

References

  1. Fortune 500 Companies 2018: Who Made the List. Retrieved on December 26, 2020.
  2. Intel. Retrieved on December 26, 2020.
  3. Richards, Jonathan (2007). Intel apologises for ‘racist’ computer ad. Retrieved on December 26, 2020.
  4. Grigsby Bates, Karen (2007). Intel Pulls Ad After Racial Backlash. Retrieved on December 26, 2020.
  5. Hassan, Huda (2007). It’s Not Just Pepsi: A Brief History of Racist Commercials and Ad Campaigns. Retrieved on December 26, 2020.
  6. CRN (2007). Intel Apologizes For 'Insulting' Ad. Retrieved on December 26, 2020.