Blacks In Advertising

Good Essays
“The generalization of Blacks and their culture has been in American society for a long time, may it have been positive or negative, Blacks and their impact in advertising has dated back to colonial years of America and still makes an impact today.”
Looking at brands and ads from the 1800s to now, do Blacks feel offended? From blackface, to racial terms, offensive nicknames (Jiggaboo, Mandingo, Jezebel, Mammy & etc), stereotypes and images, advertising had held a negative light on Blacks for years, centuries at that and it’s still present to this very day. Recently advertising featuring interracial couples with their children have been receiving a lot of feedback, many was against the ads while others actually praise the ads. It’s almost comical
…show more content…
For example, Pears ' soap that showed a black boy getting into a tub of water. In a second frame, after he had used Pears ', the boy had a white body, yet his hair still black, shows the black boy used that soap to come out of the water a clean and “white”1, another example is featured in a chapter in the American Quarterly, ‘Black Stereotypes’ basically summarize the effects of how blacks were depicted in advertising and that it was a negative outcome. For example, In Black Stereotypes ad cards poked fun at the Reconstruction bills that was passed by Abraham Lincoln, for the 13th and 14th amendments, a trade card for Magnolia Meat said ‘What de use talkin’ ‘bout dem ‘mendments” the use of grammar showed that Blacks were not educated, and they don’t understand anything about the two amendments being passed that would abolish slavery 2. Another ad card, featured blacks in casual clothing to promote a popular coon song called “All Coons Look Alike to Me” in 1896, which states that all Blacks looked the same no matter what position or what they wore, p105. Another popular stereotype that the chapter reflects was the watermelon theory, for example a 1901 comic postcard shows a watermelon-loving, chicken-stealing black man declaring “Dis Am De Wust Perdickermeunt Ob Mah Life” again featuring the horrible grammar …show more content…
Stanley. "Black Stereotypes as Reflected in Popular Culture, 1880-1920." In American Quarterly, 102-16. 1st ed. Vol. 29. Johns Hopkins University Press, 1977.
In my Advertising class, although it was brief we spoke about advertising and how Blacks were seen in certain ads, for example Aunt Jemima, Cream of Wheat and Uncle Ben, all were token Blacks that were “trusted” in black homes as opposed to Pears’, because for once it was a Black person’s face in an ad not in a negative limelight, although this subjected the stereotype that Blacks in a servant role.
As years progressed to the 1900s the representation of African Americans only became worse with every passing year with immigrants coming over from different countries, World Wars, nativism (Rise of KKK), social movements and the Jim Crow during the 1900s until the late 1960s. During the mid-1900s came about companies that promoted positivity in the black community, especially advertising companies. A shift came during the 1940s and early 1950s, a few magazines became the hallmarks in the black community, Negro Digest (1942) Ebony magazine (1945) and JET magazine (1951). I remember growing up seeing these magazines piled up in black-owned establishments in the 1990s. These magazines were the pinnacle of "Black Love" or "Self-Love". They served a purpose that their counterparts didn 't do the community. These magazines rose awareness in the black community, there were more advertising that served the black communities

Related Documents

  • Decent Essays

    A study conducted by Dr. Lawford Goddard and Dr. Wade Nobles examined Black-parenting attitudes from 1976-1979 (T’Skaka 252). The purpose of their research was to “measure cultural orientation or the world viewed” of the participants (T’Shaka 252). Two groups were examined in this study, Black teenagers both with and without kids, and older Black parents (T’Shaka 252). Although the majority of the results did not cause alarm, the answers to one question bring uneasiness. In response to if they thought it was important “to teach race pride to their children,” only 44 percent of the teenagers thought that it was (T’Shaka 253).…

    • 838 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Beauty In The Media

    • 2099 Words
    • 9 Pages

    Till this day, the media has an influential power today in American mainstream society. The image of what is “truly” beautiful and how one displays it, has become altered throughout the years. What has been accepted within black culture, has had trouble appealing to this certain image of beauty in society and the media. A ton of the pictures seen on TV, magazines, boards, and on TV have enduring impressions. Certain images and lifestyles have been praised more than others, creating trends, while others have negatively been criticized and disregarded; creating this image of what a black individual is “supposedly” like.…

    • 2099 Words
    • 9 Pages
    Decent Essays
  • Decent Essays

    Through the use of racial slandering and helping a black slave survive, Huckleberry Finn suggests controversy more so now than it did during the realism time period. Over the past hundred years there has been major controversy because of the racial slurs and remarks towards black men and women throughout the story of Huckleberry Finn. It states, “In Mark Twain’s time after he wrote this people rejected it because the book discussed laziness, smoking, skipping out…

    • 1102 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    Today the Civil rights movement has transcended into the Black Lives Matter Movement, and just like the movement, blacks have now adjusted to their treatment in America. Due to constant brutality, noticeable racism in politics, and threatened income, blacks has to resort to violence. Over the years, black nonviolent protest has resulted in only the loss of lives in the…

    • 1434 Words
    • 6 Pages
    Decent Essays
  • Decent Essays

    Harlem Renaissance is considered a great movement that had an influence to the people how they view the Blacks, which later helped end discrimination against Blacks. Since Harlem was a place where the Blacks had independent spirit, most of the Blacks believed that the life of a Negro could change if the evils and injustices of discrimination against Blacks were exposed to society. Thus, series of works and magazines were written to expose the discrimination against Blacks. Some of the well-known works from established magazines during this period were “The Negro Speaks of Rivers” by Langston Hughes which appeared in the magazine Crisis, and “If We Must Die” by Claude McKay which was published in the magazine The Messenger (Rhodes,…

    • 1034 Words
    • 5 Pages
    Decent Essays
  • Decent Essays

    Despite the effects of slavery, racism and discrimination there have been a positive rise in the success of African Americans. But, there is still culture attached to the individual regardless of the shift in their social class. Since the early discovery of the United States black culture has been stolen, discredited, and misused: in recent years it continues to appropriate into fashion, music and language, with rising social issues this appropriation to Black culture will only cause more damage and divide to society’s social groups.…

    • 1312 Words
    • 6 Pages
    Decent Essays
  • Decent Essays

    Black Slavery Thesis

    • 1774 Words
    • 7 Pages

    Black slavery is among the most controversial issues that have caused various debates among historians in the American society. It is quite critical to note that the history of black slavery commences from 1776 during the American independence to about 1865, the period when the Civil War ended (Leslie 150). During this period, the American government legalized the civil war in their constitution, which allowed the white American to own the black slaves and use them at their own pleasure. As such, more people entered US, more so from the African continent, with West Africa serving as the most affected region (Larry 12). Such individuals worked in the American firms, while others resided in towns and took part in the construction of the cities…

    • 1774 Words
    • 7 Pages
    Decent Essays
  • Decent Essays

    Summary of the African-American experience in matters of public policy from 1870-1920 The United States of America has for centuries registered African-Americans as a minority group. They have grieving for centuries because of being subjected to hatred and inequality. With time, they have deservedly earned their independence, rights, and respect. The cause of inequality and unfair treatment began in the 16th-17th century when African American were Slaves to the whites. However, with time, African-Americans have formed movement and amended the laws in order to receive equal treatment as the whites.…

    • 806 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    D.E.B Dubois and Langston Hughes fight for Racial Equality Protest is a way of doing an act to be heard or acknowledged with something people disagree with. Throughout history many African American protested through literature. D.E.B Dubois and Langston Hughes are African American authors who have famous works that have gotten attention though the work of literature. These two authors have a lot of the same beliefs and has made a big impact of the African American culture. The two works I’m going to be talking about are “The Negro Artist and the Racial Mountain” and “The Souls of Black Folk”.…

    • 1382 Words
    • 6 Pages
    Decent Essays
  • Decent Essays

    Since the time of reconstruction and slavery, black people have faced inequalities and unequal treatment to white people. Continuing one hundred years later with the Civil Rights Movement, changes were made. However, not enough to majorly effect the social imbalance, and, to this current day, black people still face inequality. Throughout history, the definition and fight for equality for black people has changed due to changes in environment and social movements. such as the Civil Rights Movement during the 1960s.…

    • 1398 Words
    • 6 Pages
    Decent Essays