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Blacks in Advertising: A Further Comment

Blacks in Advertising: A Further Comment 392 JOURNAL OF MARKETING RESEARCH, AUGUST 1971 porters if their ads were to be viewed by readers as in advertising. This evidence, scanty as it is, suggests realistic. If these advertisements alone were eliminated that the perceived economic effects of using models are from the number with black models in 1946, the total presently judged to be positive or at least neutral. containing blacks would be reduced from 175 to ap­ Although Kassarjian's article does not indicate what proximately 131, in 1956 from 154 to approximately he would expect for 1969 or 1970, the foregoing analysis 144, and in 1965 from 213 to 212. An interesting con­ suggests that he should expect an increasing number sequence is that a curvilinear relationship disappears of magazine ads with nonwhites, particularly blacks. and the hypothesis that advertisers and their agencies are His announced intention of replicating the study with being less discriminatory in the utilization of nonwhite 1969 data should settle that question. models over time appears tenable. Support for the position that there probably has been REFERENCES relatively steady progress in using black models in maga­ 1. Barban, Arnold M. and Edward W. Cundiff. "Negro and zines and other media is http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Blacks in Advertising: A Further Comment

Journal of Marketing Research , Volume 8 (3): 2 – Aug 1, 1971

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References (8)

Publisher
SAGE
Copyright
© 1971 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224377100800323
Publisher site
See Article on Publisher Site

Abstract

392 JOURNAL OF MARKETING RESEARCH, AUGUST 1971 porters if their ads were to be viewed by readers as in advertising. This evidence, scanty as it is, suggests realistic. If these advertisements alone were eliminated that the perceived economic effects of using models are from the number with black models in 1946, the total presently judged to be positive or at least neutral. containing blacks would be reduced from 175 to ap­ Although Kassarjian's article does not indicate what proximately 131, in 1956 from 154 to approximately he would expect for 1969 or 1970, the foregoing analysis 144, and in 1965 from 213 to 212. An interesting con­ suggests that he should expect an increasing number sequence is that a curvilinear relationship disappears of magazine ads with nonwhites, particularly blacks. and the hypothesis that advertisers and their agencies are His announced intention of replicating the study with being less discriminatory in the utilization of nonwhite 1969 data should settle that question. models over time appears tenable. Support for the position that there probably has been REFERENCES relatively steady progress in using black models in maga­ 1. Barban, Arnold M. and Edward W. Cundiff. "Negro and zines and other media is

Journal

Journal of Marketing ResearchSAGE

Published: Aug 1, 1971

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