I refer to the letters, ' TV3 ad not offensive but funny ', ' Old racial stereotypes reinforced by TV3 ' and ' Apologise for insensitive ads '.

First of all, I think it's a healthy indicator for this issue to be even debated in a public forum, demonstarting outrage and humour as well. Oftentimes we skirt around the issue of racism for fear of treading on "sensitive grounds", and opt either for an embarrassed 'shrug-n-silence' or an overtly politically-correct stance. This is neither helpful nor challenging to the issue that exists in every society, what more one as rojak as ours.

Although I have not seen the aforementioned ad, I can imagine it to be humourous, produced with witticism that is laced with irony. But that doesn't excuse its latent message.

I agree with Suresh Gnasegarah that it was probably not the intention of the producers to be stereotypical or racist, but nonetheless, it relies on the understanding of stereotypes for its humour. In doing so, it reinforces the message that skin colour still matters. That red is lucky, black is not, and what else?

Humour can be achieved without depending on such banality. There are plenty of things that can be poked fun at, but not on the expense of a history that is bounded by slavery, bloodshed and oppression. These things are not funny.

The struggle faced by generations before us to overcome precisely such boundaries and its concomitant implications cannot be subjected to amnesia simply for the sake of 'fun'.

At the risk of being too sombre, the argument of "can't you take a joke" does not hold when it comes to making another person inferior/ridiculous/less-than-human for something as accidental as skin colour.

Representations in the media and in our daily life carry meaning whether we intend them to expressly or not. It is precisely this form of disregard for personal responsibility in the things that we express that allow such racism to flourish and appear natural.

If TV3 continues to develop its sense of humour on such racialised lines, and millions of Malaysians continue to watch this with a chuckle but without thought, the perpetuation of difference through colour will become part of our collective consciousness.

This is unless debates and discussions such as the one happening now continue to happen, and we are allowed to negotiate amongst ourselves whether this is acceptable or not. While remaining respectful of Gnasegarah's indifference to the ad's racial content, Gnasegarah does not speak for all Indians or any other dark skinned people who may feel deeply offended, angry or hurt.