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The Negro Turns to Advertising

The Negro Turns to Advertising By William H. Boyenton Although group pressures for show equal perception. Similarly, rel- atively unsophisticated Negroes’ efforts integrated picturization got to harness advertising for their own quick agreement from some purposes testify to the shrewdness of advertisers, momentum rapidly their insights. slackened. The author traces Potter also observed with reference to the influence of advertising on the events and possible reasons mass media and by implication to the for slow progress. practice of advertising itself, “It (the media) must not deal with matters Ever since the practice of advertis- which are controversial or even un- ing began, the rule of three has been pleasant, since such matters may an- considered absolute: to advertise to tagonize or offend some members of people ready, willing and able to buy; the audience.”2 to use the media which reach them; Well, desegregation is certainly contro- to make advertisements which will win versial and no one, black or white, their business. would call it pleasant. It has been just that cut and dried, These observations were made 10 but now there has been added a fourth years ago, when it would not be prob- rule: a social responsibility to represent able to expect to http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journalism Quarterly SAGE

The Negro Turns to Advertising

Journalism Quarterly , Volume 42 (2): 9 – Jun 1, 1965

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Publisher
SAGE
Copyright
© 1965 Association for Education in Journalism & Mass Communication
ISSN
0022-5533
DOI
10.1177/107769906504200207
Publisher site
See Article on Publisher Site

Abstract

By William H. Boyenton Although group pressures for show equal perception. Similarly, rel- atively unsophisticated Negroes’ efforts integrated picturization got to harness advertising for their own quick agreement from some purposes testify to the shrewdness of advertisers, momentum rapidly their insights. slackened. The author traces Potter also observed with reference to the influence of advertising on the events and possible reasons mass media and by implication to the for slow progress. practice of advertising itself, “It (the media) must not deal with matters Ever since the practice of advertis- which are controversial or even un- ing began, the rule of three has been pleasant, since such matters may an- considered absolute: to advertise to tagonize or offend some members of people ready, willing and able to buy; the audience.”2 to use the media which reach them; Well, desegregation is certainly contro- to make advertisements which will win versial and no one, black or white, their business. would call it pleasant. It has been just that cut and dried, These observations were made 10 but now there has been added a fourth years ago, when it would not be prob- rule: a social responsibility to represent able to expect to

Journal

Journalism QuarterlySAGE

Published: Jun 1, 1965

There are no references for this article.