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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

N

I

M

A

L

I

S

M

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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