My intent isn't to offend anyone, but to compare racism with political correctness would be a gross misjudgment, and I would say borders on ignorance. There is a huge difference between being oppressive, prejudice and discriminating someone because of color, religion, sexual orientation, or otherwise than there is with using selective grammar or language. Racism has an oppressive connotation where as being PC is being respectful and sensitive to people's backgrounds, culture and so forth.
For the picture of the child that we are discussing, I definitely don't find it to be oppressive or racist, and the OP obviously didn't have any intentions to do so. Being said, I wasn’t exposed to an oppressive South African government. The reason's pictures are scrutinized so much are because images offer powerful messages and have been historically used as propaganda tools. Although we didn’t experience the ‘hair test’ in the US, the website or printed publications may have markets in South America and so you have to be mindful and sensitive to the history and cultures of other countries, especially if that’s your target audience. It all comes down to context, and in the context of South African society it definitely has racial undertones.
The same undertones are more obvious in the Intel ad because it relates to American history, but may not be so obvious, for instance, in eastern or Asian cultures. The intentions may have been that the Intel processor is simply faster out of the blocks, but again photos are such powerful images that there are definitely some perceived racial undertones. Again, this may not be the original intention, but that’s the perception…and perception is often the reality.
The argument of not taking offense if the races were switched is a poor argument. In the context of American history Caucasians were not oppressed, beaten, raped or killed because of skin color, and so switching the races in the ad wouldn’t conjure oppressive images. Again, it all has to be taken into context. It’s not “silly” that this ad was pulled, because we all know photographs and images are interpretations of placement, framing and so on. This isn’t necessarily saying that the photographer or advertisement is racist, but that simply given the context, there are definite racial undertones at play.
To say that images, photographs, paintings, prints, poems, books and other forms of arts aren’t interpretive holds no water. Art is inherently interpretive in that the elements within it are intended to evoke certain emotional responses.
The intentions of being PC are not to offend people of other culture and backgrounds; in short it’s being polite and sensitive. I do agree that being PC may have gotten a little bit out of hand, but there should never be any tolerance for racism.