Black and Lovin' It

This is an interesting thing and it has me thinking:

Is this a sincere "celebration?" Or is it a pandering to a community because of an African-American President? Have you ever heard of MacDonald's "365Black?"

At McDonald's®, we believe that African-American culture and achievement should be celebrated 365 days a year — not just during Black History Month. That's the idea behind 365Black.com. It's a place where you can learn more about education, employment, career advancement and entrepreneurship opportunities, and meet real people whose lives have been touched by McDonald's. Plus, you can also have a chance to win exciting once-in-a-lifetime opportunities. So make sure you visit often — you just might get inspired.

Like the unique African Baobab tree, which nourishes its community with its leaves and fruit, McDonald's has branched out to the African-American community nourishing it with valuable programs and opportunities.

I think the obscure reference to the "African Baobab tree" sounds like copy written by a White liberal-arts graduate from some "advanced" university. I am sure variations floated around before this was chosen - "Like colorful Kente cloth, McDonald's covers all neighborhoods in the African-American community," or "Like the Ghana talking drum, McDonald's speaks to all of the African-American community."

If you are Latino and reading this, fear not - McDonald's is pandering to you as well. You get scholarships, too, but whereas you don't get the franchise opportunities, you get un equipo de futbol. And stickers and t-shirts. Felicidades.