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Published in:
2015 | OriginalPaper | Chapter
Portrayal of Blacks in Advertising: A Critical Review of the Literature
Authors : Thelma L. Snuggs, William J. Qualls
Published in: Minority Marketing: Issues and Prospects
Publisher: Springer International Publishing
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As the largest minority group in the United states, black Americans with an annual purchasing power of over two billion dollars, are an attractive marketing segment (Joseph, 1986). The challenges confronting advertisers today revolve around two issues: (a) How should advertisers use black models in advertising in a way that appeals to the profitable and growing black segment? and, (b) How can advertisers appeal to the black segment in a way that retains or increases the favorable product perceptions of the white segment?