Microsoft's Marketing Snafu Is a Black and White Issue
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It hasn't been the greatest of mornings for Microsoft: first the scrappy folks at the Free Software Foundation decide to launch an attack on Windows 7, complete with Website and a letter-writing campaign to the CEOs of the Fortune 500, basically accusing Redmond's new operating system of everything sort of sacrificing infants to Moloch. That's a relatively minor issue, though; the FSF has about as much chance of convincing those CEOs to switch to open-source as Don Quixote had of taking down that pesky windmill. Microsoft's bigger problem on this fine late-summer day is the marketing-image brouhaha. Someone noticed that Microsoft had taken this marketing image from its U.S. site:
And altered it a wee little bit for the Polish edition of the site:
Notice the difference? So did a lot of bloggers and Twitterers, who seemed equally incensed over the race switcheroo and the poor Photoshop job. Note how, even though the man's head (and skin color) changes from image to image, the man's right hand remains the same; also that the man's computer is a MacBook with the Apple logo erased. Microsoft rushed to apologize. "Marketing site photo mistake - sincere apologies - we're in the process of taking down the image," read the Tweet on Microsoft's official Twitter site. Maybe Microsoft altered the image because it felt a racially diverse cast of characters wouldn't be an effective sell in Poland. But in our age of instant global communication, what a big multinational corporation does halfway around the world has the potential to be noticed. |




Comments (9)
The answer to the missing black man is to stop buying Microsoft products.
And the photoshop work lives up to Microsoft usually standards!
Posted by Rudi C | August 26, 2009 1:00 PM
this is such a lame news. every company does this. anyone that has taken a marketing class in their life knows this is basic stuff done everywhere. In Japan i am sure they will probably replace the woman. In latin america they replace black person for a brown one, and so on.
It is a shame that companies have to apologize for marketing to a targeted audience. The audience associates with an images that are similar to their environment. same with age, race, color, hairstyle, cloth, height, size.
It is shameful that this is only the case because its black thing. If it were an asian chance for an american it wouldn't be a problem. please get over calling out racism for any black/white related incident.
Posted by jefflo | August 26, 2009 2:50 PM
Needless to say, the altered photo of the black man who's face has been replaced with a white man's head looks more realistic than the unaltered photo.
Posted by Imran Ali Agha | August 26, 2009 2:54 PM
just throwing this out. maybe someone in poland put the pic up first and then someone in the u.s. said hey, we need this more racially diverse and then added the african american, instead of the other way around.
Posted by gary | August 26, 2009 3:24 PM
You are retarded if you think the one with the white guy looks real. Sorry. Look at the hand. It's black.
Posted by baudday | August 26, 2009 5:17 PM
Great googly moogly, this is AWFUL! And by awful, I mean of course that that is easily one of the worst photoshop jobs I've ever seen. Which is to say, about right for Microsoft quality.
Iran did a much better job with its faking of missle shots.
Posted by Michael Campbell | August 26, 2009 5:56 PM
Nick says:
"the FSF has about as much chance of convincing those CEOs to switch to open-source as Don Quixote had of taking down that pesky windmill"
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Well others may not be so sure about that. The trend is clearly away from Microsoft. But the truth is, that Linux is more of a competitor than Apple is. Even Steve Ballmer and Microsoft has said so, just look at this slide showing Linux with appoximately twice the desktop use as Apple:
http://www.osnews.com/story/21035/Ballmer_Linux_Bigger_Competitor_than_Apple
Quoting from the article with the above link,and Ballmer: ""According to Microsoft, Linux is a bigger threat to the company than Apple, placing Linux above Apple in the marketshare figure pie chart thing. "Linux, you could see on the slide, and Apple has certainly increased its share somewhat," Ballmer said." My guess from the MS pie chart is that Linux now has between 7 and 10% of the desktop market.
Some of these CEO's might be thinking about the big bucks they can save their companies by getting off the Windows Upgrade Threadmill. Windows Seven is coming out, and that means a lot of business software also being upgraded to work with Seven, and that costs a ton of money for each computer bought. Maybe the FSF is correct that a switch to open-source and GNU/Linux is a far better option both short and long term. Oh, and did I mention Windows Malware also?
Posted by Chips B Malroy | August 26, 2009 8:32 PM
Respectfully Nick, this must be your own opinion when you say:
"the FSF has about as much chance of convincing those CEOs to switch to open-source as Don Quixote had of taking down that pesky windmill"
Because your employer here, eWeek, doesn't seem to agree with you, or even Microsoft for that matter;
http://www.linux-watch.com/news/NS3927699066.html
Quote from the eWeek linux-watch above link: "An IDC study predicts that open source software will grow at a 22.4 percent rate to reach $8.1 billion by 2013, says eWEEK. Meanwhile, in an SEC filing, Microsoft has added Linux vendors Canonical and Red Hat to its list of as rivals, and acknowledges the growing threat of Android.
Michael Fauscette, group VP of Software Business Solutions at IDC, was said to have stated, "The open-source software market has seen a strong boost from the current economic crisis. OSS is increasingly a part of the enterprise software strategy of leading businesses and is seeing mainstream adoption at a strong pace."
Posted by Chips B Malroy | August 27, 2009 7:25 PM
Quote "the FSF has about as much chance of convincing those CEOs to switch to open-source as Don Quixote had of taking down that pesky windmill"
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Ok, thats your opinion however as Chips touched on its more to signify a change in attitude. Check out any forum/blog you wish that posts Microsoft news, most of them have many Linux posters which is something that I don't remember happening around Vista's release.
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CEO's may stick with Windows whilst it has market share, but the change (however large or small) you cannot help but notice. Even on your own page Nick, the comments you get are mostly from Linux users or people with an issue with Microsoft/its products.
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What does that say to you?
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Bad photoshop editing to me is just another example of how a company with market share can release any old rubbish and expect people to buy into it. (IMO)
Posted by Goblin | August 28, 2009 5:30 PM