This article presents a content analysis of ads that have used Negro models or actors in selected mass circulation magazines over a 20-year period—a communications research technique seldom used in marketing. Results indicate that the frequency of using Negroes has not increased over the 20-year period. Instead it decreased in 1956, and by 1965 it merely reached the 1946 level. The Negro's occupational status, however, has risen significantly, but he is still seldom found in conventional middle-class settings.
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References
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BarbanArnold M., “Negro and White Reactions to ‘Integrated’ Advertising: Some Preliminary Findings,” Unpublished paper, Department of Advertising, University of Illinois, August 1967.
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BerelsonBernard, Content Analysis in Communication Research, Glencoe, Ill.: The Free Press, 1952, 18.
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SchmidtFred H., “A Guest in the Home: A Survey of Television and the American Negro,” Unpublished paper, Institute of Industrial Relations, University of California, Los Angeles, January 1966.
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SimonRita J., “An Appraisal of Changes in the White Attitudes Toward Negroes and Civil Rights Over Three Decades,” Unpublished paper, School of Communications, University of Illinois and forthcoming in Public Opinion Quarterly.
