The food industry within the United States has had a varied past. Today, as stated by Frank Partnoy, 2012, there are ‘more than a quarter of a million fast foot restaurants in America’. The dominance of the brand is key, and so to the utilisation of the mascot. A brand mascot shows the brand’s persona, talking on behalf of the brand and staring in the brand’s story.
As stated by Brian D. Behnken and Gregory D. Smithers, ‘racism [is] woven into the story lines of cartoons preparing children for adult life and provided them with a vocabulary and understanding of the different forms of racism embedded in American writing, cinema and advertising’.
The work Mascot views the dominance of the white character within contemporary American food brands. With over ___ fast-food chains and restaurants, not one displays an African-American as their mascot. Taking inspiration from artist Yves Klein (1928-62) and his trademark colour. Klein considered that this colour had a quality close to pure space and he associated it with immaterial values beyond what can be seen or touched.