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The Past is Ever PresentThe Past is Ever Present
Advertising and Covert Marginalization:Advertising and Covert Marginalization:an investigation of advertising in popular magazinesan investigation of advertising in popular magazines
G104G104 The Representation ofThe Representation of
Black Women in Popular CultureBlack Women in Popular Culture
October 28, 2008October 28, 2008
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Shape December 1999
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Shape January 2000
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Shape Feb. 2000
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Average percentage of African Americans in top
selling U.S. magazines by gender, age
91%
2% 1%
6%
Caucasian
African AmericanWomen
African AmericanMen
African AmericanChildren
Based on Results
from ContentAnalysis ofPopular U.S.
Magazines, 2005(16 000 pagesreviewed in 89
Issues ofCosmopolitan &
others)
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The Postmodern Ad WorldThe Postmodern Ad World
15,000 commercial15,000 commercialimages per dayimages per day
The U.S. spends 48%The U.S. spends 48%of the worldsof the worldsadvertising dollarsadvertising dollars
In 2005, U.S.In 2005, U.S.advertisingadvertisingexpenditures: $276expenditures: $276billionbillion
3 yrs watching3 yrs watching TVTVcommercialscommercials
The U.S.A. is onlyThe U.S.A. is only10% of the world10% of the worldpopulationpopulation
In 2005, global adIn 2005, global adexpenditures: $570expenditures: $570billionbillion
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TIMELESSTIMELESS
Patterns in AdvertisingPatterns in AdvertisingAnimalismAnimalism
ExoticismExoticismStereotypingStereotyping
Marginalizing (or tokenism)Marginalizing (or tokenism)
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1820s Ads refer to people, place, things
(Reflective of a profound reality in nineteenth century)
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Text based ads convey racist
messages through use of writtenwords . . .
Animalism
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W.E.B. DuBoiss newspaper, The Crisis, published by the NAACP
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A
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M
A
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STEREOTYPING
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0
20
40
60
80
T l
l i
D O
Illi i
i i
illi i i i 2000
Bl k Hi i i
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What is theWhat is the
problemproblemwith this ad?with this ad?
Can youidentify anysocial beliefs
or standardswithin this ad?
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Tokenism/Marginalization
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TokenismTokenismororMarginalization?Marginalization?
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A two-page ad . . .
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Teen, August 2001
Glamour,
September 2003