[Speculation] Should AS Consider Rebranding "Chester"?
#1
Original Poster
Join Date: Dec 2019
Posts: 237
[Speculation] Should AS Consider Rebranding "Chester"?
Today, two companies announced that brands will be discontinued because of racism. Quaker Oats is discontinuing Aunt Jemima brand. She used to look like a Black servant but later her picture was changed so that she looked like a housewife to me. Mars is discontinuing Uncle Ben, a rice brand.
https://www.cnn.com/2020/06/17/busin...nge/index.html
https://www.cnn.com/2020/06/17/busin...ist/index.html
Should Alaska Airlines get rid of Chester because it's racism? Could it be a mockery of indigenous peoples, particularly Inuit? I like Chester's looks but I also don't want to unknowingly be a bigot. Is taking off Chester reducing exposure to the Inuit population and, therefore, is not a good idea? Or is Chester a symbol of mocking Inuit people and suggesting that their totem poles are just clownish and primitive ideas, inferior to the rest of America?
Does George Floyd's death have a secondary effect of killing Chester off Alaska Airlines' tails?
https://www.cnn.com/2020/06/17/busin...nge/index.html
https://www.cnn.com/2020/06/17/busin...ist/index.html
Should Alaska Airlines get rid of Chester because it's racism? Could it be a mockery of indigenous peoples, particularly Inuit? I like Chester's looks but I also don't want to unknowingly be a bigot. Is taking off Chester reducing exposure to the Inuit population and, therefore, is not a good idea? Or is Chester a symbol of mocking Inuit people and suggesting that their totem poles are just clownish and primitive ideas, inferior to the rest of America?
Does George Floyd's death have a secondary effect of killing Chester off Alaska Airlines' tails?
#2
Join Date: Sep 2001
Location: Seattle, WA
Posts: 5,953
How is the picture on the tail mocking indigenous peoples? It’s very respectfully and tastefully done and depicts someone you may see in a community in Alaska even today. It’s not mocking. He was never given a name that is rooted in racism... or given any name at all actually. Chester is the name you and others have unofficially given him - and even that isn’t a racially charged name. His picture is a depiction of any of the indigenous peoples of the state of Alaska. I’m confused how that could be racist. His face is a source of pride to the people of Alaska Airlines. It represents strength and perseverance - something the airline has drawn on over the years. That’s my take on it.
#3
Original Poster
Join Date: Dec 2019
Posts: 237
Chester is as racist as Uncle Ben. Uncle Ben has a picture of a Black (presumably African-American) man. Is that racist? The company, Mars, thinks so. If that is true, then Chester is racist.
Other examples besides Uncle Ben and Aunt Jermima might be Eskimo Pie ice cream, Frito Bandito mascot for Fritos, Miss Chiquita of Chiquita Bananas.
I am undecided at this point.
Other examples besides Uncle Ben and Aunt Jermima might be Eskimo Pie ice cream, Frito Bandito mascot for Fritos, Miss Chiquita of Chiquita Bananas.
I am undecided at this point.
#4
Join Date: Aug 2014
Location: Carlsbad, CA
Programs: United MM, Alaska MVP, Hyatt Glob, Marriott Plat
Posts: 561
Once you start down the cancel culture rabbit hole you never climb out. Aunt Jemima was a REAL woman who was a paid icon of Quaker Oats. She didn't seem to think it was racist but white millennials know better.
#5
FlyerTalk Evangelist
Join Date: Jul 1999
Location: Over the Bay Bridge, CA
Programs: Jumbo mas
Posts: 38,602
#6
FlyerTalk Evangelist
Join Date: Jul 1999
Location: Over the Bay Bridge, CA
Programs: Jumbo mas
Posts: 38,602
Chester is as racist as Uncle Ben. Uncle Ben has a picture of a Black (presumably African-American) man. Is that racist? The company, Mars, thinks so. If that is true, then Chester is racist.
Other examples besides Uncle Ben and Aunt Jermima might be Eskimo Pie ice cream, Frito Bandito mascot for Fritos, Miss Chiquita of Chiquita Bananas.
I am undecided at this point.
Other examples besides Uncle Ben and Aunt Jermima might be Eskimo Pie ice cream, Frito Bandito mascot for Fritos, Miss Chiquita of Chiquita Bananas.
I am undecided at this point.
If Chester were, say, depicted as passed out drunk on Fourth Avenue (downtown Anchorage) I would take issue.
#7
Join Date: Apr 2007
Location: MFR
Programs: Alaska MVP, Hyatt Globalist
Posts: 714
Chester is racist? Did someone uncover inappropriate old posts on his twitter account?
In all seriousness, I'm certain this conversation is happening in Alaska's marketing department right now.
In all seriousness, I'm certain this conversation is happening in Alaska's marketing department right now.
#8
Join Date: Sep 2001
Location: Seattle, WA
Posts: 5,953
Chester is as racist as Uncle Ben. Uncle Ben has a picture of a Black (presumably African-American) man. Is that racist? The company, Mars, thinks so. If that is true, then Chester is racist.
Other examples besides Uncle Ben and Aunt Jermima might be Eskimo Pie ice cream, Frito Bandito mascot for Fritos, Miss Chiquita of Chiquita Bananas.
I am undecided at this point.
Other examples besides Uncle Ben and Aunt Jermima might be Eskimo Pie ice cream, Frito Bandito mascot for Fritos, Miss Chiquita of Chiquita Bananas.
I am undecided at this point.
#9
Join Date: May 2003
Location: SFO, mostly
Posts: 2,203
I remember in the late 80s there was a huge backlash when Alaska proposed removing the Eskimo from the tail and replace it with some kind of stylized mountain.
I agree with AS Flyer—the Eskimo on the tail is just acknowledging the heritage of the home state much like the face on Hawaiian tails.
I agree with AS Flyer—the Eskimo on the tail is just acknowledging the heritage of the home state much like the face on Hawaiian tails.
#10
Join Date: Apr 2016
Location: BNA (Nashville)
Programs: HH Diamond
Posts: 6,225
Is it now the assumption that if you have a non-white person on a logo its automatically racist?
Because I thought Aunt Jemima (who's history is so baked into slavery) and Uncle Ben's issues were the backstories of the fake people they represent.
Unless there is some racist backstory to the man depicted on the Alaska plane tails, why would the fact that the man was indigineous be, in and of itself, a racist thing?
Why do you think its racist?
Because I thought Aunt Jemima (who's history is so baked into slavery) and Uncle Ben's issues were the backstories of the fake people they represent.
Unless there is some racist backstory to the man depicted on the Alaska plane tails, why would the fact that the man was indigineous be, in and of itself, a racist thing?
Why do you think its racist?
#11
Join Date: Sep 2009
Location: Seattle
Programs: AS MM, MVPGold100k, Hilton Diamond, Hertz Presidents Circle
Posts: 1,475
I remember being in a group of users that were surveyed about potential new logos and the livery on AS planes. All of the group I was in firmly liked Chester and the crisp AS logo on the main body, we did not think it limits AS to just the state of Alaska or even the west coast and pushed back with the example of Southwest as an airline that is not viewed as only flying in the southwest. I also recall a blog about who it is on the tails of AS planes. It is an interesting read https://blog.alaskaair.com/alaska-ai...is-the-eskimo/ So, even though I am not an Alaska Native, and I am from Seattle, I still like Chester being on the tail. During good weather we often sit on our back deck and love to spot Chester as he flies south over our house just prior to beginning the decent to SEA.
#12
Join Date: Apr 2003
Programs: B6 Mosaic, Bonvoy LT Titanium (x SPG LT), IHG Spire, UA Silver
Posts: 5,844
The better question would be whether appropriating the image to make money is actually benefiting the people it is depicting. Are any Native American people reflected in AS's leadership team or board and are their economic benefits going to the group of people represented on the tail? If yes, then there is not much of an issue. If no, then AS has a bigger issue as they are only using the image as a token to benefit AS's bottom line.
There is not a great history in the US of Native Americans benefiting from much anything the government and corporations have done to them over the centuries.
There is not a great history in the US of Native Americans benefiting from much anything the government and corporations have done to them over the centuries.
#13
Join Date: Mar 2005
Location: PDX
Programs: AS MVP Gold 100K
Posts: 2,989
I had a reply to this nonsense typed up, but Alaska Airlines can explain this much better (and in a much friendlier tone) than I can: https://blog.alaskaair.com/alaska-ai...is-the-eskimo/
#14
FlyerTalk Evangelist
Join Date: Jun 2013
Posts: 17,412
If Inuit people think it's racist, take it off. If they don't, we others can enjoy arguing over beers about it, but our thoughts are pretty much just opinions with no weight.
Does anyone want to say that African-Americans should appreciate their visibility being heightened by Aunt Jemima or Uncle Ben? I mean now, not when these brands were founded. Time for them to go. And who's wringing their hands raw over this anyway? Might as well bemoan the loss of Pepsodent or Serutan or any other of the hundreds of old brands that have bitten the dust.
Does anyone want to say that African-Americans should appreciate their visibility being heightened by Aunt Jemima or Uncle Ben? I mean now, not when these brands were founded. Time for them to go. And who's wringing their hands raw over this anyway? Might as well bemoan the loss of Pepsodent or Serutan or any other of the hundreds of old brands that have bitten the dust.
#15
Join Date: Mar 2016
Location: LAX
Programs: AS MVPG, IHG Diamond Elite
Posts: 1,445
The better question would be whether appropriating the image to make money is actually benefiting the people it is depicting. Are any Native American people reflected in AS's leadership team or board and are their economic benefits going to the group of people represented on the tail? If yes, then there is not much of an issue. If no, then AS has a bigger issue as they are only using the image as a token to benefit AS's bottom line.
There is not a great history in the US of Native Americans benefiting from much anything the government and corporations have done to them over the centuries.
There is not a great history in the US of Native Americans benefiting from much anything the government and corporations have done to them over the centuries.