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Product-Related Response to Use of Black Models in Advertising

Product-Related Response to Use of Black Models in Advertising Product-Related Response to Use of Black Models in Advertising WILLIAM V. MUSE* The use of black models in advertisements appears to In a personal interview each subject was asked to be increasing. For instance, Kassarjian found that the rank-order a series of three ads for a particular brand­ frequency with which nonwhites appeared in ads name product as to general effectiveness or overall ap­ doubled from 1965 to 1969 [3, 4]. As a result, the de­ peal. Four products (12 ads) were used, but with the mand for black models has been rapidly expanding [1]. respondent ranking each ad only against the other two Most black models have been used in integrated for that product. Students enrolled in a senior-level settings. Recent work by Stafford and Birdwell using marketing research class served as interviewers. both verbal and pupil (eye camera) responses indicates The products selected for use in this study were that these ads are as favorably received by white re­ cigarettes, liquor (vodka), feminine napkins, and beer. It spondents as are ads using only white models [5]. The was assumed that students would be familiar with these use of ads containing only black models and directed products; each http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Product-Related Response to Use of Black Models in Advertising

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

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References (7)

Publisher
SAGE
Copyright
© 1971 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224377100800118
Publisher site
See Article on Publisher Site

Abstract

Product-Related Response to Use of Black Models in Advertising WILLIAM V. MUSE* The use of black models in advertisements appears to In a personal interview each subject was asked to be increasing. For instance, Kassarjian found that the rank-order a series of three ads for a particular brand­ frequency with which nonwhites appeared in ads name product as to general effectiveness or overall ap­ doubled from 1965 to 1969 [3, 4]. As a result, the de­ peal. Four products (12 ads) were used, but with the mand for black models has been rapidly expanding [1]. respondent ranking each ad only against the other two Most black models have been used in integrated for that product. Students enrolled in a senior-level settings. Recent work by Stafford and Birdwell using marketing research class served as interviewers. both verbal and pupil (eye camera) responses indicates The products selected for use in this study were that these ads are as favorably received by white re­ cigarettes, liquor (vodka), feminine napkins, and beer. It spondents as are ads using only white models [5]. The was assumed that students would be familiar with these use of ads containing only black models and directed products; each

Journal

Journal of Marketing ResearchSAGE

Published: Feb 1, 1971

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