Imaginary Indians

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Products and Advertising:
Selling the "Indian" through Stereotypes

Stereotypes and misconceptions about “Indians” persist through the continued exploitation and exotification of Native Americans in advertising, merchandising, and trademarks. As seen with the Twilight phenomenon that spread commercially to department stores, fast food chains, and more; every product sold reinforces misrepresentations of Native people.  Although these problematic images may seem mundane, the fact that they are on objects that pervade everyday life, deepens misconceptions about Native Americans in mainstream Americas’ psyche.

Capitalizing on the association of Native Americans with nature, these logos imbue their brands as pure. (Images: Land O Lakes, Sue Bee Honey. Photo: Burke Museum.)

Warrior stereotypes of Native Americans used in branding for malt liquor and sports teams. (Images: Crazy Horse Malt Liquor, Cleveland Indians. Photo: Burke Museum.)

In addition to perpetuating stereotypes, such products unfairly commodify, and subversively continue to colonize Native American people at large, especially since the profits rarely get shared with the subject people. Although branding at Native people’s expense is not equivalent to the genocide and land seizure that occurred throughout 19th century westward expansion, racist ads, brands, and logos imply an imbalanced power relationship that denies Native Americans control over their own representation.

That proponents cling to the often exotic or barbaric images is evidence that the attitude of mainstream America continues to identify itself in contrast to inferior “others” (Coombe, 210-213). Despite contemporary attempts to create a more multicultural society, continued use of such racist imagery is tantamount to cultural violence (Pewewardy, 181).

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