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Part Seven Special Topics and Perspectives
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 22-13 Ikea broke
new ground with this ad
showing an interracial
couple shopping for
furniture
Exhibit 22-14 Many
marketers are creating ads
specifically for the African-
American market
VII. Special Topics and
Perspectives
22. Evaluating the Social,
Ethical, & Economic
Aspects of Advtising &
Promotion
© The McGraw−Hill
Companies, 2003
Blacks and Hispanics African-Americans and Hispanics have also been the target
of stereotyping in advertising. For many years, advertisers virtually ignored all nonwhite
ethnic groups as identifiable subcultures and viable markets. Ads were rarely
targeted to these ethnic groups, and the use of blacks and Hispanics as spokespeople,
communicators, models, or actors in ads was very limited. 68
Several studies in the late 1980s and early 90s examined the incidence of minorities
in advertising. A study conducted in 1987 found that 11 percent of the people appearing
in commercials were African-Americans. 69 Another study conducted two years
later found that African-Americans appeared in 26 percent of all ads on network TV
that used live models but Hispanics appeared in only 6 percent of the commercials
with live models. The researchers also found that TV ads in which blacks appeared
were overwhelmingly integrated and the blacks were likely to have played either
minor or background roles in the majority of the ads. 70 A study conducted in 1995
found that 17 percent of prime-time network TV ads featured African-Americans as
dominant characters and the majority of commercials featured them in minor roles. 71
Although research suggests that the number of African-Americans shown as dominant
characters has not increased dramatically, many advertisers are
changing blacks’ social and role status in advertising. For example,
blacks are increasingly being shown in executive positions in many
ads. FedEx said that a commercial featuring a black female executive
beating out her white male adversaries in a conference call showdown
over a high-stakes business deal was one of its most successful ads in
years. 72
Ads are increasingly likely to be racially integrated. Recently some
advertisers have begun breaking the taboo against suggesting interracial
attraction. For example, furniture retailer Ikea ran a TV commercial
showing an interracial couple shopping for a “daddy chair” and discussing
their plans to conceive 73 (Exhibit 22-13). Advertisers are also
finding that advertising developed specifically for the African-American
market, such as the Head & Shoulders ad shown in Exhibit 22-14 is an
effective way of reaching this ethnic market. A recent study by Corliss
L. Green found that ads targeting African-Americans through racially
targeted media, especially with race-based products, benefit from featuring
African-American models with a dominant presence in the ad. 74
Another minority group that has received attention recently from
those researching advertising and stereotyping is Asian-Americans,
whose affluence, high education, work ethic, and growth rate has made
this group a popular target market. A recent study of prime-time TV