Differences in the Portrayal of Blacks: A Content Analysis of General Media versus Culturally-targeted Commercials

Elliott, Michael T.

doi:10.1080/10641734.1995.10505027

Cited by 16 publications

(17 citation statements)

References 12 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Given recent ad campaigns and deals with various rappers, can we expect diversity in the kinds of products that we see African-American men advertising? Elliott (1995), for example, expressed concern regarding one index of the use of African Americans in advertising: "their concentration in a narrow range of products or dispersion through a wide range of products" (p. 77). Is there narrowness or variety in the product categories with which African American men are associated?…”

Section: Research Questionsmentioning

confidence: 99%

“…What is the nature of the interactions in which African-American male models in these ads are involved? This can serve as a measure of the level of integration in advertising (Elliott 1995;Wilkes and Valencia 1989).…”

Section: Research Questionsmentioning

confidence: 99%

“…Relying on a synthesis of product categories from previous content analyses (e.g., Bretl and Cantor 1988;Elliott 1995;Larson 2001), a total of eight product categories were identified for the study (see Table 4). An important aspect of portrayal of different groups of consumers in advertising is whether the roles in which models are portrayed are major or minor roles (Bush, Resnick, and Stern 1980;Dominick and Greenberg 1970;Elliott 1995;Licata and Biswas 1993;Taylor and Lee 1995). Based on previous content analyses, three categories of status were coded: major, minor, and mixed (Bush, Resnick, and Stern 1980;Dominick and Greenberg 1970;Elliott 1995;Licata and Biswas 1993;Taylor and Lee 1995).…”

Section: Codingmentioning

confidence: 99%

“…An important aspect of portrayal of different groups of consumers in advertising is whether the roles in which models are portrayed are major or minor roles (Bush, Resnick, and Stern 1980;Dominick and Greenberg 1970;Elliott 1995;Licata and Biswas 1993;Taylor and Lee 1995). Based on previous content analyses, three categories of status were coded: major, minor, and mixed (Bush, Resnick, and Stern 1980;Dominick and Greenberg 1970;Elliott 1995;Licata and Biswas 1993;Taylor and Lee 1995). Major role suggested that the African-American model was central to the ad and was perceived as being important to the ad; minor role is the converse.…”

Section: Codingmentioning

confidence: 99%

“…Many of the studies have looked at the frequency with which African Americans appear in advertising in different media, role portrayals, and occupational status, as well as the product categories being advertised (Bush, Resnick, and Stern 1980;Elliott 1995;Licata and Biswas 1993;Peterson 2002;Shuey, King, and Griffith 1953;Stevenson 1992Stevenson , 2002Taylor and Lee 1995). None of these studies, however, has focused exclusively on the portrayal of African-American males in advertising.…”

mentioning

confidence: 99%

See 4 more Smart Citations

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

Bailey

2006

Journal of Advertising

View full text Add to dashboard Cite

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.

show abstract

Section: Research Questionsmentioning

confidence: 99%

Section: Research Questionsmentioning

confidence: 99%