A YEAR IN THE LIFE OF THE AFRICAN-AMERICAN MALE IN ADVERTISING: A Content Analysis

Abstract

To assess the portrayal of African-American males in magazine advertising, two content analyses of ads appearing in a diverse set of magazines were conducted for the present study. The aim of the study was to unearth information on the frequency with which African-American men are portrayed in print advertising; the kinds of products/ product categories we see advertised by African-American men in ads in these magazines; and the roles and occupational status, as well as the settings and interactions, in which they were depicted. Study 1 examined portrayals in three new hiphop magazines (i.e., The Source, Vibe, and XXL). Results from the first study indicate that representation of African-American men in ads was high, but they were used mainly in ads for clothes, shoes, and accessories. They were likely to be shown in major roles in these ads, and by themselves. Nonoccupational roles and limited portrayals in business or workrelated settings were dominant, however. Study 2, which formed a basis for comparison, examined portrayals in two targeted magazines (i.e., Ebony and Essence) and two mainstream magazines (GQ and SPIN). Study 2 found a lower level of representation of African-American men in ads in the magazines used in this study, but when they were in ads, they were likely to be in major roles. There was greater diversity in product categories advertised, but overall, the types of interactions, the portrayals in nonoccupational roles, and the limited portrayals in business and work-related settings mirrored those of Study 1. The present study relates the findings to theoretical notions posited by both social learning and cultivation theories. Limitations of the studies are addressed and avenues for future research are proposed.

Whiteness, ethnic minorities and advertising in travel brochures

“…There was only one observation in this category, a picture that depicted an affluent Black couple dining on a cruise liner. These findings are consistent with those of Bailey (2006) in the USA who found little evidence of African-American men portrayed in managerial and professional roles in magazine advertising.…”

“…The authors could not locate any tour operators specifically targeting the ethnic holiday market, via the ethnic media operating in Britain. As a consequence, it was not possible to undertake an analysis comparing advertising in ethnic-targeted and mainstream media as other scholars have done with respect to magazine advertising in the USA (Bailey, 2006). A total of 37 brochures identified in the sample were all targeted towards significant market segments: family summer holidays, holidays for older people and young couples, clubbing holidays aimed at young singles, camping and skiing holidays, short breaks and city breaks, cruises, low-cost holiday camps and region-specific brochures.…”

Gender Role Portrayals in Indian Television Ads

“…In addition, it is a critical agent of socialization and influences the way adults and children view themselves and learn appropriate gender behaviors (Frueh and McGhee 1975;Signorielli 1989Signorielli , 1993. For example, social learning theory suggests that media images might lead to the imitation of depicted behaviors by males and females and to the creation of norms of acceptable behavior (Bailey 2006;Morgan and Signorielli 1990). In addition, such images may also be stored in memory and serve as cognitive scripts for later retrieval and use by others (Bailey 2006;Larson 2001).…”

“…For example, social learning theory suggests that media images might lead to the imitation of depicted behaviors by males and females and to the creation of norms of acceptable behavior (Bailey 2006;Morgan and Signorielli 1990). In addition, such images may also be stored in memory and serve as cognitive scripts for later retrieval and use by others (Bailey 2006;Larson 2001). Cultivation theory suggests that consumers' perceptions of social reality are heavily influenced by how they see themselves and others portrayed in the media (e.g., Shrum 1996;Tapper 1995).…”

From conspicuous to considered fashion: A harm-chain approach to the responsibilities of luxury-fashion businesses

“…Yet, how black consumers may feel about the scant use of black models in marketing communications is overlooked. This is particularly so for high-value, luxury fashion products, in whose advertisements black models, as well as models of other ethnic backgrounds, are highly unlikely to appear (Bailey, 2006). Additionally, those working in the fashion industry cite the reluctance of magazines, modelling agencies, and fashion designers to use black models (Pool, 2007).…”