Hello.
"Minorities are underrepresented in ads as well -- about 87 percent of
people in mainstream magazine ads are white, about 3 percent are
African-American (most likely appearing as athletes or musicians), and
less than 1 percent are Hispanic or Asian."
source:
Can't Buy My Love:
How Advertising Changes the Way We Think and Feel
http://www.cantbuymylove.com/chapter1.html
Purchase or search inside the book on Amazon.com:
http://www.amazon.com/exec/obidos/tg/detail/-/0684866005/
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"Statistical data from the early 1990s indicate that racial and ethnic
minorities were still underrepresented in some advertisements and that
in some instances, ads including people of color depict them
stereotypically. For example, Black Americans are often portrayed as
athletes, inner-city residents, or in positions of inferiority. [FN38]
While the use of these stereotyped images is not always wrong per se,
it can become harmful when used to the exclusion of other portrayals.
When Black actors were included in advertisements, they were generally
in large groups or playing minor roles. [FN39] A study of 1992-1993
national magazine ads found Blacks portrayed in eleven percent of all
ads, but in a minor or background role in over sixty percent of those
ads. [FN40]
Similarly, less than five percent of the ads in the study included
Hispanic Americans and most of those were in minor or supporting
roles. [FN41] Other studies confirm these results. In 1983, Czepiec
and Kelly examined 234 advertisements with human models and found only
three Hispanic models. [FN42] On television, Hispanics were found in
six percent of TV commercials, but mostly in background roles or as
members of large groups. [FN43] They are also stereotypically
portrayed in family settings. [FN44]
Asian Americans, who comprised 3.6% percent of the U.S. population,
were represented by less than one percent of ad models. [FN45] Two
recent studies found Asian Americans to be over-represented in
magazine advertising at four percent of all ads and 8.4% of all
television ads. Furthermore, unlike African Americans and Hispanics,
Asian Americans were shown in a major role in half of the
advertisements in which they were included. [FN46] Despite this higher
level of representation, the studies concluded that Asian Americans
were portrayed in a stereotypical fashion. They were typically shown
in business settings or with high technology products and seldom
depicted in the home or in family or social settings. [FN47] Asian
Americans were the minorities most often depicted anonymously in the
background of television advertising. [FN48] "
source:
REGULATING TARGET MARKETING AND OTHER RACE-BASED ADVERTISING PRACTICES
by Ross D. Petty et al.
Michigan Journal of Race and Law, Spring 2003, hosted by salemstate.edu
http://www.salemstate.edu/~aharris/res/Michigan%20Journal%20of%20Race%20and%20Law.doc
[ DOC format, so you'll need to view it with Microsoft Word or another
word processing program... Or view html version cached by Google:
http://216.239.37.104/search?q=cache:U3xF9DwrZAkJ:www.salemstate.edu/~aharris/res/Michigan%2520Journal%2520of%2520Race%2520and%2520Law.doc+%22magazine+ads%22+%22african+american%22&hl=en&ie=UTF-8
Here are the sources identified in the footnotes of the previous excerpt:
"[FN38]. J. Cristor, R. Lee & M. Hunt, Race and Ideology: African
American Images in Television Advertising, 14 J. Pub. Pol'y &
Marketing 48, 50 (1995)
...
See also Charles R. Taylor, Ju Yung Lee & Barbara Stern, Portrayals
of African, Hispanic, and Asian Americans in Magazine Advertising, 38
Am. Behavioral Scientist 608, 619 (1995).
... See David M. Axelrod, Ring Around The Collar-Chain Around Her
Neck: A Proposal to Monitor Sex Role Stereotyping in Television
Advertising, 28 Hastings L.J. 149 (1977).
[FN39].[ Robert E. Wilkes & Humberto Valencia, Hispanics and Blacks in
Television Commercials, 18 J. Advertising... (1989).] at 20, 24-25.
[FN40]. Charles R. Taylor & Ju Yung Lee, Not in Vogue: Portrayals of
Asian Americans in Magazine Advertising, 13 J. Pub. Pol'y & Marketing
239, 242 (1994).
[FN41]. Id.
[FN42]. H. Czepiec & J. Kelly, Analyzing Hispanic Roles in
Advertising: a Portrait of an Emerging Subculture, in Current Issues &
Res. in Advertising (J. Leigh & C. Martin eds., 1983).
[FN43]. [ Robert E. Wilkes & Humberto Valencia, Hispanics and Blacks
in Television Commercials, 18 J. Advertising... (1989).] at 22.
[FN44]. Charles R. Taylor & Ju Yung Lee, Not in Vogue: Portrayals of
Asian Americans in Magazine Advertising, 13 J. Pub. Pol'y & Marketing
239, 242 (1994).
[FN45]. Pat Guy, Study Says Ads Overlook Minorities, USA Today, July
24, 1991, at B1. "
source:
Michigan Journal of Race and Law, Spring 2003, hosted by salemstate.edu
http://www.salemstate.edu/~aharris/res/Michigan%20Journal%20of%20Race%20and%20Law.doc
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search terms:
ads, advertising, magazine, "minorities are", percent, "african americans"
I hope this helps. |
