Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Advertising in Black and White

Advertising in Black and White The reactions of black and white consumers to all-black and all-white cast versions of a television commercial suggest that the black version was more meaningful to black viewers, whereas the race of the cast had little influence on the reactions of white respondents. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Loading next page...
 
/lp/sage/advertising-in-black-and-white-Pdt1S5VYS0

References (15)

Publisher
SAGE
Copyright
© 1972 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224377200900205
Publisher site
See Article on Publisher Site

Abstract

The reactions of black and white consumers to all-black and all-white cast versions of a television commercial suggest that the black version was more meaningful to black viewers, whereas the race of the cast had little influence on the reactions of white respondents.

Journal

Journal of Marketing ResearchSAGE

Published: May 1, 1972

There are no references for this article.