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The Rich Jerk's Sexist, Racist, & Homophobic Advertising

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The Rich Jerk's Bigotry: Recent News

UPDATE - 21 March 2008 - I just visited the Rich Jerk website to see if he had posted anything about another "Playboy Party" this year, as I've read rumors that another event was in the planning stages.

Shortly after landing on his website, my AVG Anti-Virus program popped up a warning that the site was attempting to download an "installer" on my computer. I had to click the "Heal" button on AVG and restart my computer to get rid of it.

So, on top everything else, the Rich Jerk is now trying to install junk on your computer! It's amazing how much Kelly and his crew get away with.

UPDATE - 16 October 2007 - The Rich Jerk recruited attractive young women to the Playboy Mansion Party by offering free admission and a chance to mingle with the rich and famous.

Some of the women at the Rich Jerk Playboy Mansion Party were not Playboy employees or paid guests but were instead young women (or "girls" as RJ calls them) given free admission to come hang out at the party. Someone actually mentioned this in my Guestbook (near the bottom of this Lens) in August but I missed it.

Here is the ad that ran on Craigslist:

Girls Needed For Playboy Mansion Party

RichJerk.com is holding a promotional event (and party) at the Playboy Mansion in Beverly Hills, CA on Friday night, August 17th, 2007. Weve rented out the entire Mansion grounds for one amazing night. Were casting girls to come to the event for free (it costs us approx. $1,000 to let you in). And all you have to do is hang out and have a great time with some of the wealthiest internet marketers in the world, as well as dozens of celebrities, playmates, and models. There will be an open bar, casino games, a celebrity DJ and more. The event will benefit the charity, Urban Health Institute. There is no acting or work involved whatsoever. Just be yourself, mingle, and have a good time. And if you feel like jumping into the pool or hanging out in the infamous grotto, thats a plus. Have you ever wanted to go to the Playboy Mansion? Its nearly impossible to get an invitation to any of their parties. This is your chance. And all you need to do is look good, be fun, and have a great time. All girls must be pre-screened in person at our casting call in Beverly Hills on Sunday August 5th, from 1pm to 5pm. If selected, you will also be considered for our future infomercials. See our current infomercial at www.RichJerk.com Please reply to this ad with a full body shot and headshot. [emphasis added]

SOURCE: http://cl.radiux.com/ca/bakersfield/jobs/list_20_83__0__100.htm

11 October 2007 - I guess it shouldn't come as a surprise that Kelly Felix, AKA "The Rich Jerk" is now spewing racist comments along with his sexist, homophobic poison. See this blog (WARNING: the blog contains NC-17 pictures of naked women cavorting with men who attended the party) wherein "RJ" writes:

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RJ Says:
September 5th, 2007 at 10:15 am

Yo Mike, good meeting you at the hotel - especially when you asked Filsaime for a pic and had no clue who I was - LOL. Come cruise with me. Its gonna be sick.

RJ isn't an ebook, or an internet marketing thing. Its a lifestyle. These other guys aren't happy bro. Their wives/girlfriends hate them and they work 24/7 like puerto ricans. How about ENJOYING life? What a concept.

I love your enthusiasm for life. Keep doing what ur doing.

Peace,

[emphasis added]

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It's of course possible that Kelly Felix (or a member of his staff) did not actually post that comment. However, it's been up for over a month, which means either he did post it or he doesn't care enough to rebut it and demand that it be removed.

Mr. Felix and his supporters might claim that they didn't know about the comment. Although I would find that difficult to believe, if we give him the benefit of the doubt, perhaps Mr. Felix, if he truly does not want to spread bigotry in the Internet marketing world, might assign one of his staff to monitor the 'Net to ensure that no one impersonates "The Rich Jerk." A simple Google News Alert would capture most such postings, if they exist.

Of course, there's still all that sexist and anti-gay junk that Mr. Felix relies on to promote his brand. He's removed some of it but most of it remains.

25 August 2007- I've posted reports from the Rich Jerk Playboy Mansion Party held on 17 August 2007. See the module below.

07 July 2007 - The image up on the left is from Rich Jerk & the Restless, Vol. 3 a video on YouTube in which "RJ" brands his "property" (his term) as a rancher would brand his cattle.

The Rich Jerk is a character and marketing concept developed by Kelly Felix that insults, provokes, and ridicules in order to create controversy and emotional reactions. It has been a very successful marketing tactic for Mr. Felix and until recently did not elicit strong objections or concern from others.

That was until Mr. Felix and some Internet marketing business associates started promoting a "networking event" and "party" at the Playboy Mansion. The language and images the "Rich Jerk" employs for this "event" have sunk his advertising from merely immature and obnoxious to blatantly sexist and homophobic.

Mr. Felix removed the original sales letter for the event but if you want to see a Google cache copy you can: Click Here to see the Rich Jerk Playboy Party Original Sales Letter (warning: it's the crude one; not X-rated but I'd call it R-rated).

The purpose of this Lens is to expose and explain this prejudiced advertising campaign. I want to expose it for what it is because many people don't realize the extent of the ad campaign and the Rich Jerk's sexism and homophobia in general.

I will explain why these ads are sexist or homophobic (anti-gay); why the excuse given by many marketers, i.e., "He's just a character," shows an ignorance of the profound influence advertising characters' have had on public perceptions of minority groups; and why if the social damage of such advertising doesn't move you to stop supporting the Rich Jerk, that simple business priorities should.

Contents at a Glance

Advertising Can Also Oppose Bigotry and...
Reports from the Rich Jerk Playboy Mansi...
Marketers Speaking Out Against the Rich...
The Supporters of the Rich Jerk Claim, &...
Resources for Further Information
Do You Think Advertising Doesn't Influen...

Ads and Performances that Promote Acceptance, Tolerance, and Understanding

Reports from the Rich Jerk Playboy Mansion Party

Photos and written descriptions of the Rich Jerk Playboy Mansion Party held on 17 August 2007.

Rich Jerk - Playboy party photos: Photos taken by Gareth. Includes photos of nude women.
Jason Moffatt » The Rich Jerk Mastermind & Playboy Mansion Party: Jason Moffatt's report about the party on his blog. Contains photographs of nude women but with "pasties" over their nipples and genitalia.

I posted a comment to Jason's blog post but he refused to add it.
Home Business Insider Ezine: August 24, 2007 - Vol. 1, Issue 10 - A professional ezine that reports on a keynote address given by Eben Pagan at the Rich Jerk Playboy Party event. The photographs are professional, e.g., no nudity and the article offers excellent advice.
Willie Crawford's Marketing Insights: Hanging Out With Bobby Brown At The Playboy Party: This is just one post from Willie Crawford; he has several more posts on his blog with brief reports and photos from the party. All photos are family-friendly; many are taken by Willie's wife.
The Rich Jerk Mastermind and Party Event | Simon Leung | Internet Marketing Power Blog: Simon Leung's Internet Marketing and Affiliate Marketing Power Blog - All photos are family-friendly.
WARNING WARNING Uncensored Pictures From The Rich Jerk - Playboy Mansion Party ? Rich Jerk Playboy Mansion UNCENSORED Photos: An addendum to the Mike Perl Real Estate Mastermind Blog - The Warnings are there for a reason - more nude women and women kissing women and women in suggestive poses than any other blog. Some people would consider this one "Rated X" although there is no explicit sexual activity depicted.
Mike Perl Real Estate Mastermind Blog: Photos and celebrity sightings from the party.
rachelrofe.com - Day after Playboy....: Rachel's pics and commentary.
The Warrior Forum - Report On... The Rich Jerk's Hollywood Party: Willie Crawford posted his report on the party on the Warriors Forum, the most popular Internet marketing gathering place on the web. Unfortunately, Mr. Crawford, whom I otherwise respect and admire, seems to have his blinders on when it comes to the Rich Jerk's advertising and marketing tactics.

Because he is African-American and because he brought his wife to the event, Mr. Crawford's positive report is used by some Rich Jerk supporters to justify their hero's sexist, anti-gay advertising. It's unfortunate that a man like Mr. Crawford, who could have spoken out against the Rich Jerk and made a big difference in removing prejudice and hate-based advertising from the Internet marketing arena, chose instead to go along with the crowd and remain one of the good 'ol boys of the Warrior Forum.

I should point out that dozens of posts, which politely and articulately expressed concern about the Rich Jerk's tactics, have been deleted over the past several months by Allen Says, the owner of the Warrior Forum. Only posts which reflect positively on the Rich Jerk are permitted on the good 'ol boys' favorite discussion board.

Marketers Speaking Out Against the Rich Jerk & His Supporters

The Silent Majority ... Is Not Being Silent Anymore

Blog posts and other statements opposing the Rich Jerk's Playboy Party, Its Promotion, and Its Promoters:

Rich Jerk Published My Comment But ...: Well, Kelly Felix (AKA "The Rich Jerk") published a comment I made on his blog ... sort of. (Click on the link above-- "Rich Jerk Published My Comment But ... " --if you wish to read it.)

I say, "sort of" because Mr. Felix falsified the last sentence in the post: "I am your judge." I never wrote that-- Mr. Felix or his staff added that sentence.

Thus, although he had the guts to publish my comment, Mr. Felix had to falsify the last sentence, presumably to make me sound bad, e.g., "Who is this guy that thinks he can judge other people?!"

On the positive side, Mr. Felix did remove the "P.S. No gays allowed" from his June 1st blog post.

On the negative side, he has his Rich Jerk character exclaiming, "Don't be gay!" in his latest ad for the party--it's near the bottom of the sales letter at http://www.richjerkplayboyparty.com/releaseC/
Comments on RJ's playboy club get together? - SOWPub Small Business Forums: Sandi Bowman was the first person, as far as I can tell, who spoke out against the Playboy Party and its promotions on the Seeds of Wisdom Forum. Be sure to read the discussion that follows her comment.
Chris Bloor's Sales Lead Secrets Blog: A fellow marketer told Mr. Bloor that his (Mr. Bloor's) business will suffer if he continues to oppose the Rich Jerk's Party and accompanying promotion. This implied threat or warning does not intimidate Mr. Bloor who takes a stand for decency, respect for women, and being a father his children can look up to.
Net Worth: Has Rich Jerk Gone Too Far?: The author of this blog articulates a principled stand against homophobic, sexist advertising.
Why I am NOT Attending RJ's Party at the Playboy Mansion: Paul Galloway Was One of the First Internet Marketers to Publicly Declare His Opposition to the Playboy Party and Its Promotion on his BizTools Brief - Online Tools Blog and Newsletter. Be sure to read all the Comments to his initial post!
You Are Who You Hang With: Blog post that questions why you would want to associate with someone who denigrates women in his advertising.
Is Internet Marketing Just a Millionaire Boy's Club? | Integrity Business Blog by Terry Dean: Terry Dean takes a stand against the Rich Jerk's marketing tactics.
Free 2-day internet marketing conference: Mark Hendricks is holding a Free 2-Day Conference in Atlanta at the same time the "Playboy Mansion Party." You might look at Mark's conference as a "healthy alternative" to the tainted Playboy affair.

I particularly like this statement from Mark: "I won't go into detail here my true feelings of all those who are promoting [the Rich Jerk Playboy Mansion event] and those 'gurus' that have associated themselves with it - I just hope you noticed who is and who isn't involved with that event, and make your own decisions as to who you see as a good example for you to model or do business with."
Gurus Gone Wild: Why Bunnies and Business Don't Mix by Nikki LeRoi: Well-written article on the GoArticles.com site that brings home the point that the gurus need to better recognize the diversity of their customer base.
Thank You John Reese: Kelly of WAHM Talk Radio Blog publicly thanks John Reese for the apology he sent to his list.
Patrick Pretty: Internet Marketing's Master of Eye Candy: Patrick Pretty offers a detailed, well-written, and persuasive blog post challenging Kelly Felix (the man behind the Rich Jerk character) and the marketers endorsing the Playboy event to examine the ethics of their sexist and homophobic advertising.
John Reese Sends eMail Apology for Promoting 'Rich Jerk Playboy Mansion Party': Internet Marketing News Watch publishes the complete e-mail John Reese sent to his list apologizing for his endorsement of the Rich Jerk Playboy party.
jl scott, ph.d. speaks out against the rich jerk playboy party: In the July 2, 2007 issue of the iCop e-zine, Dr. Scott voices opposition to the Rich Jerk Playboy Party. Scroll down the issue about halfway for the article.
Why I unsubscribed from Playboy. | Theme Zoom: Hi folks,
There is a phenomenon in psychology called "snapping" when someone has a sudden unexpected personality change- and starts taking drastic measures. (...)
The Rich Jerk's Playboy Mansion "Conference"? - Work From Home Business Success: The Work From Home Business Success blog offers an articulate denunciation of the Rich Jerk's marketing campaign.

The Supporters of the Rich Jerk Claim, "He's Just a Character"

Which is usually followed by that hackneyed phrase, "Lighten up!"

Hmmmm. I wonder if these same supporters would claim that the ads below were "just characters" that had no influence whatsoever on White Americans' perceptions of African-Americans?

Resources for Further Information

Blackface - Article: Excellent article on Wikipedia detailing the history of "blackface" performances and the advertising images that accompanied them.

"Stereotypes embodied in the stock characters of blackface minstrelsy played a significant role in cementing and proliferating racist images, attitudes and perceptions worldwide."
Jim Crow Museum of Racist Memorabilia at Ferris State University: Features images on the website and traveling exhibitions. You might be shocked at how pervasive racist images were until the recent past.
Gay & Lesbian Alliance Against Defamation (GLAAD): The Gay & Lesbian Alliance Against Defamation (GLAAD) is dedicated to promoting and ensuring fair, accurate, and inclusive representation of individuals and events in all media as a means of eliminating homophobia and discrimination based on gender identity and sexual orientation.
National Organization of Men Against Sexism: Pro-feminist, gay-affirmative, anti-racist, enhancing men's lives.
UnderstandingPrejudice.org: Has thousands of links on racism, sexism, and other prejudices, with searchable databases and fascinating interactive exercises. Very well done!

Do You Think Advertising Doesn't Influence How People Think?

If You Are An Internet Marketer You Should Know Better!

Seriously, if you've learned anything in Internet marketing it's that how you write copy makes a HUGE difference in buying behavior, brand identity, and emotion.

If you want to learn more about how advertising affects people's perceptions of others, particularly defined groups such as women, African-Americans, GLBT (Gay, Lesbian, Bisexual, & Transgender) citizens, religious groups, etc., purchase or borrow one or more of these books.

Reader Feedback

Agree? Disagree? Voice Your Opinion Here.

I will approve any comment that is civil, whether you agree with me or not. If you are not a Squidoo member I will only approve your comment if you include a website URL or another way you can be contacted. Better yet, why not just join Squidoo? :)

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Squidzy Mar 5, 2008 @ 10:43 pm | delete

yea, I would choose /www.holly-mann.net/">Honest Riches over The Rich Jerk any day because it is simply a much beterr ebook period!

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mworthen Oct 16, 2007 @ 2:18 pm | delete

I apologize to Proud Texan, Rich Jerk Hater, and Mancheo for taking so long to approve their posts. I had this set to send me an email when someone added a comment but I guess it wasn't working. I've changed it so that any member of Squidoo can add a comment without me having to approve it first.

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DebsW Oct 15, 2007 @ 1:05 pm | delete

Kudos Mark for sharing your views so succinctly here. You explain your views well and I agree with many of them although I think as a society we are still a bit immune to much of what you see so clearly.
Take Care, Debs

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Proud Texan Sep 20, 2007 @ 1:07 pm | delete

Is there any word on the investigation regarding the craigslist ad and the underage drinking and videoing?? Funny...the Dad's of those girls are going to get some of that $$$$ they keep bragging about. Bad, bad decisions all the way around.

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Rich Jerk Hater Aug 19, 2007 @ 5:58 pm | delete

The Rich Jerk Playboy Party was filled with craigslist women:

http://bakersfield.craigslist.org/etc/384777382.html

This was an event promoted for men.

So, far all women who had a significant others attend, know the rich jerk had craigslist women there who answered an ad to meet "rich men".

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Mancheo Aug 18, 2007 @ 3:52 pm | delete

What next? Promoting porn? How many customers were lost due to this promotion?

I've already learned of one attendee losing his girlfriend over this event. What a waste of everyone's time and energy.

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mworthen Aug 18, 2007 @ 1:20 pm | delete

Holly Beth and all the other marketers who have left comments -- thank you! I really appreciate you taking the time to leave your thoughts. And, Holly Beth, I thought your ads contrasting yourself with RJ were smart and, I imagine, quite effective.

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mworthen Aug 18, 2007 @ 1:13 pm | delete

Malcolm Lambe - I provide examples and rationale for my position; you don't. Why specifically is RJ's advertising not sexist or homophobic? Also, I apologize for not approving your comment until today. It wasn't because you are critical of my Lens; I simply missed the email notification.

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HollyBethMann Aug 18, 2007 @ 9:16 am | delete

Hi Dr. Mark - Thank YOU for creating this lens! I know RJ as well - I created an ebook that was in direct competition w/him for 2 yrs - and exactly the opposite style - mine is HONEST and easy-to-follow. I think it's impt to have REAL LEGIT resources when trying to work online

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Malcolm Lambe Jul 27, 2007 @ 12:52 pm | delete

What a beat up! Unbelievable. If these dummies want to go to this cheesy Playboy party ("Playboy" - how off-the-pace is that?) and give The Jerk money to be seen with the trollops - who cares. I don't find it "homophobic" or "sexist" or anything else. I like the way he writes. He's funny.

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KonaGirl Jul 7, 2007 @ 9:30 pm | delete

Mark, Excellent lens. Don't agree with everything, however, the point is made and well taken. As far as the Rich Jerk goes, there is no such thing as bad publicity. It always gets the attention and the bucks, no matter how seedy it may be. 5 stars for you. Aloha, June
Dogs Eating Chocolate

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Mike Jul 7, 2007 @ 5:32 pm | delete

Woohoo! Thanks for your analysis and for taking a stand.

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DFMapa Jul 7, 2007 @ 5:41 am | delete

Thank you for a very informative lens. Unfortunately, as I write, one of those big-name marketers who endorsed the sexist, homophobic and outrageously obnoxious RJ is making lots of moolah with a product launch just a few hours ago. Many will forgive him for, out of all, it's just about money.

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macgillivray Jul 7, 2007 @ 3:23 am | delete

Hi, Mark - great lens! Controversial marketing techniques have worked well for Mr Felix in the past - however, this time his judgment has been way off and people have rightly taken umbrage. Margaret MacGillivray

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LaurieKristensen Jul 3, 2007 @ 8:34 pm | delete

I'm totally impressed, you've taken a stand with intelligence. I totally agree. Kudos! ~ Laurie at Lead Capture

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MikePaetzold Jul 3, 2007 @ 7:55 pm | delete

Although I haven't and wouldn't promote the RJ Party and do tend to disagree with some of your stance will give you 5 stars for content that shows your point.

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decologne Jul 3, 2007 @ 7:54 pm | delete

excelent lense that was long overdue. All these prominent figures promoting the RJ should learn that there is more in the world then earn big checks.

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jandrew Jul 3, 2007 @ 7:45 pm | delete

Hi Mark, I agree with you that latest barrage of email and marketing from RJ went too far. I question, though, whether it was the work of Felix or not. Compared to the promotions before the empire went up for sale these latest marketing blitzes are both too vulgar and and uncreative. Peace.

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CliveAnderson Jul 3, 2007 @ 2:45 pm | delete

Great lens Mark, you've really done your homework here. Some interesting information. Would certainly fit well in the SQUIDOO Zone in the FirstForIncome Free Forum. 5 Stars... Clive Anderson.