White Backlash to Negro Ads: Fact or Fantasy?

Block, Carl E.

doi:10.1177/107769907204900205

“…African-Americans and Hispanic-Americans apparently differ from white Americans in their reactions to ethnic role portrayals and celebrity endorsers in ads (Block 1972;Faber, O'Guinn, and Meyer 1987;Qualls and Moore 1990;WhittIer 1989WhittIer , 1991. Those differences are attributed to similarity effects or ethnic affiliation processes.…”

Section: Group Differences In Ad Processingmentioning

confidence: 82%

The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers' Responses to Homosexual Imagery in Ads

Bhat¹,

Leigh²,

Wardlow³

1998

Journal of Advertising

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“…suggests that race of the model makes no difference for White viewers (Appiah, 2001a(Appiah, , 2001bBush, Hair, & Solomon, 1979;Schlinger & Plummer, 1972;Whittler, 1989), a body of research indicates that White respondents evaluate media with White models more favorably than they do with Black models (Block, 1972;Muse, 1971;Qualls & Moore, 1990).…”

mentioning

confidence: 95%

Black and White Viewers' Perception and Recall of Occupational Characters on Television

Appiah

¹

2002

Journal of Communication

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This study examined the differences in how Black and White viewers process messages based on the race of television characters representing 5 occupations. Black and White male viewers were exposed to either 5 Black or 5 White male television characters representing 5 different occupations (i.e., lawyer, doctor, professor, engineer, and business student). Findings from 81 male Black and White college students suggest that Black viewers have better recall of Black occupational characters on television than they do White occupational characters on television. Unexpectedly, the results show evidence that both Black and White viewers' perceptions of occupational characters were positively affected by the race of the Black character. Theoretical and practical implications are also discussed.

show abstract

“…suggests that race of the model makes no difference for White viewers (Appiah, 2001a(Appiah, , 2001bBush, Hair, & Solomon, 1979;Schlinger & Plummer, 1972;Whittler, 1989), a body of research indicates that White respondents evaluate media with White models more favorably than they do with Black models (Block, 1972;Muse, 1971;Qualls & Moore, 1990).…”

mentioning

confidence: 99%

Black and White Viewers' Perception and Recall of Occupational Characters on Television

Appiah¹

2002

Journal of Communication

View full text Add to dashboard Cite

This study examined the differences in how Black and White viewers process messages based on the race of television characters representing 5 occupations. Black and White male viewers were exposed to either 5 Black or 5 White male television characters representing 5 different occupations (i.e., lawyer, doctor, professor, engineer, and business student). Findings from 81 male Black and White college students suggest that Black viewers have better recall of Black occupational characters on television than they do White occupational characters on television. Unexpectedly, the results show evidence that both Black and White viewers' perceptions of occupational characters were positively affected by the race of the Black character. Theoretical and practical implications are also discussed.

show abstract

White Backlash to Negro Ads: Fact or Fantasy?

Abstract: Five of six ads containing Negro models produced no significant differences in the product's acceptability; but the sixth suggests there may be by the ad's setting.

Cited by 21 publications

References 0 publications

The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers' Responses to Homosexual Imagery in Ads

The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers' Responses to Homosexual Imagery in Ads

Black and White Viewers' Perception and Recall of Occupational Characters on Television

Black and White Viewers' Perception and Recall of Occupational Characters on Television

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