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In their own words: Advertisers' construction of an African American consumer market, the World War II era

In their own words: Advertisers' construction of an African American consumer market, the... This article discusses the shift in sales and advertising strategies to include African Americans as viable consumers during the World War II era and places it in the context of American consumer culture. There was considerable interest in Blacks as consumers long before most analyses tend to acknowledge. Specifically, the essay examines advertiser discourse of the 1940s and 1950s that constructed an African American consumer market. Three major components are prominent in the discourse: research on Black consumers, advice on dealing with this “new” market, and case studies and testimonials from marketing campaigns with Black consumers. The construction of an African American consumer market by advertisers was part of an industry turned toward a broader marketing approach that included new market development and market segmentation. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Howard Journal of Communication Taylor & Francis

In their own words: Advertisers' construction of an African American consumer market, the World War II era

Howard Journal of Communication , Volume 6 (1-2): 21 – Oct 1, 1995

In their own words: Advertisers' construction of an African American consumer market, the World War II era

Howard Journal of Communication , Volume 6 (1-2): 21 – Oct 1, 1995

Abstract

This article discusses the shift in sales and advertising strategies to include African Americans as viable consumers during the World War II era and places it in the context of American consumer culture. There was considerable interest in Blacks as consumers long before most analyses tend to acknowledge. Specifically, the essay examines advertiser discourse of the 1940s and 1950s that constructed an African American consumer market. Three major components are prominent in the discourse: research on Black consumers, advice on dealing with this “new” market, and case studies and testimonials from marketing campaigns with Black consumers. The construction of an African American consumer market by advertisers was part of an industry turned toward a broader marketing approach that included new market development and market segmentation.

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References (18)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1096-4649
eISSN
1064-6175
DOI
10.1080/10646179509361683
Publisher site
See Article on Publisher Site

Abstract

This article discusses the shift in sales and advertising strategies to include African Americans as viable consumers during the World War II era and places it in the context of American consumer culture. There was considerable interest in Blacks as consumers long before most analyses tend to acknowledge. Specifically, the essay examines advertiser discourse of the 1940s and 1950s that constructed an African American consumer market. Three major components are prominent in the discourse: research on Black consumers, advice on dealing with this “new” market, and case studies and testimonials from marketing campaigns with Black consumers. The construction of an African American consumer market by advertisers was part of an industry turned toward a broader marketing approach that included new market development and market segmentation.

Journal

Howard Journal of CommunicationTaylor & Francis

Published: Oct 1, 1995

Keywords: Consumer culture; consumer market; construction; discourse

There are no references for this article.