Skin Tones and Physical Features of Blacks in Magazine Advertisements

Abstract

This study explores how discrimination based on differences in skin complexion and physical characteristics among African-Americans is conveyed by the mass media. A content analysis of advertisements and editorial photographs appearing in black and mainstream magazines from 1989 through 1994 shows that blacks in advertisements have lighter complexions and more caucasian features than those in editorial photographs. Black females in advertisements are lighter than their male counterparts.