2015 | OriginalPaper | Buchkapitel
The Portrayal of Blacks in Business Publication Advertising: A Late 90’s Extension
verfasst von : Thomas H. Stevenson
Erschienen in: Proceedings of the 1998 Multicultural Marketing Conference
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This paper extends, through 1997, a content analytical study of blacks in business publication advertising. The purpose of the study is to determine if the changing numbers and roles of African Americans in the industrial purchasing process are being reflected in business advertising. Results indicate subtle changes in frequencies and portrayals over the past decade.