examples of ethnic minorities in the media

Exotic
Levi roots' advert represents his ethnicity as exotic. This is because it is different to the stereotypical view of black males that we have in the UK which is usually negative and linked to crime and drugs. He challenges this stereotype by making a product that people enjoy. However the mise-en-scene of the advert shows him as a stereotypical jamican, with dreadlocks, singing and the clothes that he wears for example open top