The Use of Black Models in Advertising

Wheatley, John J.

doi:10.2307/3149585

Cited by 16 publications

(9 citation statements)

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“…This variable is easily measured, but such benchmarking can provide testament to the economic importance of the minority (Wheatley, 1971), can be seen as a socially-conscious move as ". .…”

Section: Proportionalitymentioning

confidence: 99%

Race Portrayals in Ghana, Kenya, and South Africa Television Advertisements

Milner

2007

Journal of African Business

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The current study examines racial portrayals in television advertisements from Ghana, Kenya, and South Africa. Whites are overrepresented relative to their actual demographic presence in all three countries, and both Blacks and Whites are depicted as over-employed. In general, however, depictions are not significantly different for either race, though there is a hint that a stereotyped portrayal of Blacks as athletes and/or entertainer may be going global.

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“…This variable is easily measured, but such benchmarking can provide testament to the economic importance of the minority (Wheatley, 1971), can be seen as a socially-conscious move as ". .…”

Section: Proportionalitymentioning

confidence: 99%

Race Portrayals in Ghana, Kenya, and South Africa Television Advertisements

Milner

2007

Journal of African Business

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“…To illustrate, if ten ads were analyzed and one contained a black, it would be indicated in Table 1 that 10 percent of the ads depicted blacks. But if the ten ads contained a total of 20 people, only one being a black, the percentage of blacks would be S percent Since the criterion for frequency of appearance levels is that the proportion of blacks in ads should equal the proportion of blacks in the population (Humphrey and Schuman 1984;Wheatley 1971), this statistic is more accurately demonstrated by the data in Table 2.…”

Section: Appearance Frequencymentioning

confidence: 99%

“…INTRODUCTION There bas been a long history of academic research into the presence and portrayals of racial minorities in advertising (e.g. Shuey, King, and Griffin 1953;Kassaljian 1969;Cox 1970;Wheatley 1971;Choudhury and Schmid 1974;Humphrey and Schuman 1984;Stearns, Unger and Luebkeman 1987;Zinkhan, Qualls and Biswas 1990). The focus of such research was almost exclusively on consumer media, although in the early 1990s a few articles began to look at racial portrayals in business-to-business media .…”

Section: Global Business Partnerships and Sourcing Strategiesmentioning

confidence: 99%

Proceedings of the 1998 Multicultural Marketing Conference

Chébat¹,

Oumlil²

2015

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

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“…Proponents of this special market approach argued that Blacks would respond more to material which reaches them through Black media which employ Black peoples' idioms and speech. Those who opposed such polarization contended that market decisions are made on economic and/or sociological grounds rather than racial lines (Wheatley, 1971). Advertising-related dilemmas also brought to the fore discussions about whose social Bauer and Cunningham, Gould et al (1970, p.21) argued that Black consumers "do not identify with situations portrayed in the mass print media and that what they need is assurance and confidence that the product is for them and their business is wanted."…”

Section: Discourse Of the White Backlashmentioning

confidence: 99%

The Negro marketing dilemma

Ibrahim

2016

JHRM

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Purpose Terminologies such as “integrated marketing” and “market segmentation” may be common parlance in contemporary marketing literature, but, in post-war America, they had distinct racial orientations mediated by a history of segregation. This paper aims to examine the resonant discourses in the construction of the Negro market in post-war America and observes that the field of marketing provides a historiography, where Negro marketing was constructed as dilemmatic and through a duality of the black market impacting the well-established white market. A survey of marketing literature from the 1950s to the 1970s reflects a discursive turn from scepticism and caution in approaching the Negro market to evoking the ethical discourse and advocating equal rights for the black consumer. Design/methodology/approach A review of articles on the topic reveals that research occurred in other academic fields beyond the remit of marketing, and these different disciplines approached the issue of the Negro market from different research orientations and fields of enquiry. This paper focuses on academic literature that was published in marketing and business journals which were concerned with marketing to the black community. The journals reviewed in this paper include Journal of Marketing Research, Marketing/Communications, The Journal of Business, The Journal of Marketing and Journal of Advertising Research published from the 1950s to the 1960s. In reviewing the marketing literature from these journals, it highlights the recurrent and resonant themes and shifts in discourse in the period mentioned. Findings Despite the scepticism, there was a recognition among market researchers that they were in a unique position to influence significantly the future relationships between blacks and whites in America (Gould et al., 1970, p. 26; Kassarjian, 1971; Hair et al., 1977; Solomon et al., 1976). The marketing discourses also showed reluctance in supporting black media, as advertising agencies did not have a preference for it. Black advertising organizations, while providing access to the Negro market, were seen as having high preparation costs and high costs per thousand in terms of reaching the population. There was also dissatisfaction expressed with the results of the copy (Alexis, 1959). Originality/value The moral turn in advertising is evident in the late 1960s and early 1970s, where marketers spoke of intervention beyond market strategies. Cohen (1970, p. 3) argued fervently that there exists an opportunity for advertising to improve its social image by giving more attention to the black community. The moral discourse of social responsibility as marketers and advertisers sought to go beyond advocating consumer rights to recognising that structural changes and attitudinal shifts was required to reform the industry through recruitment and training of black staff in creative and consultative roles. Wall (1970, p. 48), in commenting on integrated advertising, observed that beyond producing advertisements which create a sense of equality in life style and values, black employment is vitally important in creative levels in the advertising industry to improve credibility and acceptance.

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The Use of Black Models in Advertising

Cited by 16 publications

References 0 publications

Race Portrayals in Ghana, Kenya, and South Africa Television Advertisements

Race Portrayals in Ghana, Kenya, and South Africa Television Advertisements

Proceedings of the 1998 Multicultural Marketing Conference

The Negro marketing dilemma

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