Abstract
Previous research has studied minority representation in advertising in mainstream media but has not looked at media popular with minority consumers. This content analysis compares advertisements in magazines with the highest concentration of readers from the three largest minority groups with ads in the highest-selling consumer magazines targeting the population as a whole. Each ethnic group had its highest representation in ads in magazines popular with the group. However, levels of this representation differed significantly by targeted group, being highest for African Americans and lowest for Asian Americans.
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