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It Sounds Cool, But You Should Probably Stop Using AAVE in Sales Copy
I wanted to sit this one out.
For various reasons, I avoid inserting myself into discussions that center on cultural politics. I’m aware most of my opinions are unpopular and usually sound like I’m screaming into the void. However, this scenario is too prevalent not to chime in, particularly since a lot of my work in corporate centered DEI as it pertains to women’s sexual wellness, health, and the advocacy of cultural competence in creative works.
I’m always amazed at how certain ads make it to the public.
Colloquialisms have their place in sales language; however, AAVE and Black queer lexicon continuing to find its way there, forever intrigues me. The idea that both are “Gen Z” language or “internet speak” further erases the nuance that lives within these cultural languages pioneered by all iterations of Black folks.
The easiest way to recognize misappropriated phrases is how it’s framed. There’s always a tone of “quirky,” “funky,” or “fun” making it obvious that it’s off. A recent campaign by E.L.F. provides an example of using AAVE out of context for notability. The Sephora shelf marker caption, “camo blushin’ is bussin’,” demonstrates an absence or dismissal of Black perspectives during its creation.
Either scenario is the usual, unfortunately.
The gag is though, bussin’ specifically describes food.
Nothing else.
More intriguing are the steps that happen before any creative makes it to market. No one cared. No one questioned the copy. That phrase, and many others, hit several touch points before final approval, and every single person thought it was cool, trendy, and gave it the green light.
It’s beyond problematic.
But the Bumble ad wins the day.
No effort existed for diverse minds or cultures in the room during idea formation. No cultural competence committee to review creative before the mock-up. The absence of a well-versed marketing team to synthesize data and leverage untapped…
