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The Use of Black Models in Advertising

The Use of Black Models in Advertising JOHN J. WHEATLEY* INTRODUCTION Kassarjian's approach to measuring the incidence of black models in advertisements also appears to have In his recent JMR article on the use of blacks in ad­ underestimated their use in general and, relatively speak­ vertising, Kassarjian says that the "mass media of com­ ing, probably overestimated their use in earlier years munication and advertising as a subset, reflect the while underestimating it in recent years. culture and' society in which they exist" [7, p. 29]. While In spite of these two criticisms, any objective review this is probably true, it is a framework for viewing the of the evidence, regardless of the approach to either the question of the utilization of bla~~s ~n a~~ertising that development of research hypotheses or the collection seems to be predicated on Kassar1ian s ab1hty to assess, of data, would lead to the acceptance of Kassarjian's at least implicitly, the status of race relation~ in ~er~­ basic conclusion that the advertising industry cannot can society. This seems to be _an unnece~_sanly ?mmsc~­ "take particular pride in their supposedly new found ent position. The extent to which Kassar1ian relied on it social responsibility" [7, p. 39].1 If race were not http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

The Use of Black Models in Advertising

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

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References (9)

Publisher
SAGE
Copyright
© 1971 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224377100800322
Publisher site
See Article on Publisher Site

Abstract

JOHN J. WHEATLEY* INTRODUCTION Kassarjian's approach to measuring the incidence of black models in advertisements also appears to have In his recent JMR article on the use of blacks in ad­ underestimated their use in general and, relatively speak­ vertising, Kassarjian says that the "mass media of com­ ing, probably overestimated their use in earlier years munication and advertising as a subset, reflect the while underestimating it in recent years. culture and' society in which they exist" [7, p. 29]. While In spite of these two criticisms, any objective review this is probably true, it is a framework for viewing the of the evidence, regardless of the approach to either the question of the utilization of bla~~s ~n a~~ertising that development of research hypotheses or the collection seems to be predicated on Kassar1ian s ab1hty to assess, of data, would lead to the acceptance of Kassarjian's at least implicitly, the status of race relation~ in ~er~­ basic conclusion that the advertising industry cannot can society. This seems to be _an unnece~_sanly ?mmsc~­ "take particular pride in their supposedly new found ent position. The extent to which Kassar1ian relied on it social responsibility" [7, p. 39].1 If race were not

Journal

Journal of Marketing ResearchSAGE

Published: Aug 1, 1971

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