Authoritarian Advertising Executives and the Use of Black Models in Advertising

Surlin, Stuart H.

doi:10.1177/002193477700800107

Cited by 5 publications

(3 citation statements)

References 15 publications

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“…The use of targeted marketing is based on the premise that a stronger affinity for the brand or product will be formed by the target that is specifically being catered to by the marketing effort (Aaker, 1999). Initially, many companies were cautious about not offending the Caucasian majority, which constituted their consumer base (Surlin, 1977), by publicly targeting Targeted marketing African American consumers. The assumption was that a company's reputation would be tarnished by including Black faces or images in their advertisements as a representation of the common consumer of the product or brand.…”

Section: Advertising To African Americansmentioning

confidence: 99%

Targeted marketing and African American millennial consumers

Meyers

Morgan

2013

Journal of Research in Interactive Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -With African American Millennials being the most intense users of the internet in the USA, based on length of time and frequency, this is a group that should be of particular interest to advertisers investing in online campaigns. The current marketing literature states that minorities respond more favorably to media and imagery that is targeted to them. However, this generalization has not been extended to make sure that this new generation and new medium follow the previous findings. The purpose of this paper is to examine how advertising performance is affected by the use of targeted marketing to African American Millennial consumers online. Design/methodology/approach -Using the McGuire's Distinctiveness Theory as a framework, this study investigates the role of race in online advertising to determine if having a targeted vehicle (a race-specific website) and or targeted imagery (featuring a race-specific model) has an influence on an individuals' perception of a product, perception of an advertisement, and intent to purchase a product. Findings -The findings provide interesting insight into the differences present between previously accepted generalizations and what is found when using a new medium with a new generation. Having a racially targeted media vehicle (website) did not have a significant effect on the resulting marketing outcomes (attitude towards the ad, attitude towards the product and purchase intent) but having targeted imagery (ethnic models) did. This shows that extending the current literature regarding targeted marketing to include the medium of internet and include this new consumer group of Millennials may not be a sound strategy. Originality/value -The accepted practice of using Black models to target African American consumers is still valid in the online environment, even when the audience is a member of the newer generation. However, according to the findings of this study, media buying practices should be examined in order to identify where targets can be reached beyond racially targeted websites. As this study suggests, the location being racially targeted is not as significant a predictor of success as having advertising images that mirro...

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Section: Advertising To African Americansmentioning

confidence: 99%

Targeted marketing and African American millennial consumers

Meyers

Morgan

2013

Journal of Research in Interactive Marketing

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“…While some researchers suggest that the stability and uniformity of stereotypes change temporally, individuals still employ stereotypes (Clark & Willie Pearson, 1982;Gilbert, 1951;Golebiowska, 2007;Karlins, Coffman, & Walters, 1969;Maykovich, 1971;Stangor, 2009) and use racial stereotypes when making policy-related decisions (Reyna, Henry, Korfmacher, & Tucker, 2005), and racial stereotypes affect political advertisements (McIlwain & Caliendo, 2009). Thus, stereotypes do not exist only in people's heads but have real material consequences, including health care outcomes (Smedley, Stith, & Nelson, 2003), educational achievement (Steele, 1999), approval of interracial marriage (Golebiowska, 2007), residential mobility (Farley, 1997), and employment in particular jobs (Surlin, 1977).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Enduring Pictures in Our Heads: The Continuance of Authoritarianism and Racial Stereotyping

Cribbs

Austin

2010

Journal of Black Studies

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This study highlights the importance of examining the influence of personality measures, specifically authoritarianism, on negative racial stereotyping, even in an era of alleged color blindness. The authors examine the relationship of various demographic variables and authoritarianism with negative racial stereotyping in a sample of White urban respondents. Current literature suggests that age, sex, marital status, religious identification, religious service attendance, education level, income, political affiliation, level of authoritarianism, and the demographic composition in an individual's local population all affect racial stereotyping. The evidence presented, using path analysis, suggests that some demographic characteristics influence the level of negative racial stereotyping. While the effects of most included demographic characteristics were statistically significant, others, which continually resurface in the literature, remained insignificant (such as the demographic composition of the respondent's area). The results of this study challenge the loss of traditional prejudice with color blindness and point to the importance of authoritarianism as a mediating factor in negative racial stereotyping. The authors conclude the greatest indicators of negative racial stereotyping included in this study are authoritarianism, education, and income, while many other demographics - such as marital status, religious identification and attendance, and political affiliation - have indirect influences through authoritarianism.

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“…Even if some studies have considered multi-racial advertising's social role (e.g. Barban, 1969;Cox, 1970;Stern, 1999;Surlin, 1977;Whittler, 1991), little research has directly explored the implications of this social dimension for consumer response. Furthermore, these studies were concerned only with the way in which the consumer perceived multi-racial advertising in general (as opposed to a specific multi-racial advertisement).…”

Section: Problem Statementmentioning

confidence: 99%

The social dimension of multi-racial advertising: Its impact on consumers’ attitude

Johnson

2009

SAJBM

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Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the “new” South Africa, others criticize it as a pervasive commercial tactic. Consistent with this debate, it is important for brands to understand consumers’ perceptions of multi-racial advertising. Indeed, these perceptions are also assumed to influence consumers’ attitude towards the advertised brand. Based on the attribution theory, this study investigates whether South African companies, by integrating a multi-racial feature in an advertisement, create the perception amongst consumers that their advertisement is socially responsible and, in so doing, increase their brand equity. The empirical results of this study support that consumers’ attitude towards a brand is significantly influenced by the extent to which they attribute a social responsibility to its advertisements. Nevertheless, it is also found that using multi-racial advertising is a necessary but not sufficient condition to generate this social attribution.

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Authoritarian Advertising Executives and the Use of Black Models in Advertising

Cited by 5 publications

References 15 publications

Targeted marketing and African American millennial consumers

Targeted marketing and African American millennial consumers

Enduring Pictures in Our Heads: The Continuance of Authoritarianism and Racial Stereotyping

The social dimension of multi-racial advertising: Its impact on consumers’ attitude

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