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Heineken's 'Sometimes, Lighter Is Better' ad called racist | Metro.co.uk

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"Race is a cultural and historical category, a way of making difference signify between people of a variety of skin tones. What is important is not difference as such but how it is made to signify; how it is made meaningful in terms of a social and political hierarchy" (Storey 187).

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"Scottish philosopher David Hume, for example, was quite clear about the difference between whites and non-whites...'I am apt to suspect the negroes and in general all the other species of men (for there are four or five different kinds) to be naturally inferior to the whites. There never was a civilised nation of any complexion other than white...'" (Storey 191).

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"What makes whiteness so powerful, therefore, is that it is more than the dominant colouring; it operates as an unmarked human norm, and it is against this norm that other ethnicities are invited to measure themselves" (Storey 199).