unfair policy
By George M. Zinkhan, Keith K. Cox and Jae W, Hong
Changes in Stereotypes: Blacks
And Whites in Magazine Advertisements
More ads have blacks and more blacks are in professional rotes.
coverage increased through the 1960s, but then tended to remain at a constant or slightly increasing level through the 1970s.
For example, Stempel' found that the percentage of ads containing black models
Since the early 1960s, civil rights organ- increased from 0.6% in I960 to 2.7% in izations have requested that advertisers
1970. A content analysis by Cox also indiinclude more black models in television cated that the percentage of black models and print advertising. By studying the por- had increased from the early 1950s to the trayal of blacks in advertising it is possible middle 1960s.^ A similar study by Kassarto determine the image of blacks that these jian found that the frequency of "black ads present to Americans. Two issues are ads" actually decreased during the 1950s but then increased again during the middle relevant: I) what is the frequency of black
1960s.' The net effect of this U-shaped exposure? and 2) what are the social and economic contexts within which blacks relationship was that the frequency of are depicted? These two issues are investi- black models found in 1965 was not significantly different from the frequency in gated here through a content analysis of
1946. A reanalysis of Kassarjian's data by
274 issues of Life. Time. Ladies Home
Journal. Saturday Evening Post and New Wheatley indicated that advertisers were
Yorker during the period 1983-84. These less discriminatory than initially reported.*
Among the studies of the 1970s, Bush, results are compared with those from two previous time periods: 1949-50 and 1967- Resnik and Stern' found that the percentage of black ads had not increased signifi68.
Thus, the purpose of the present re- cantly beyond the 2.14% that Cox had reported for the 1968-69 period. When search is to
Changes in Stereotypes: Blacks
And Whites in Magazine Advertisements
More ads have blacks and more blacks are in professional rotes.
coverage increased through the 1960s, but then tended to remain at a constant or slightly increasing level through the 1970s.
For example, Stempel' found that the percentage of ads containing black models
Since the early 1960s, civil rights organ- increased from 0.6% in I960 to 2.7% in izations have requested that advertisers
1970. A content analysis by Cox also indiinclude more black models in television cated that the percentage of black models and print advertising. By studying the por- had increased from the early 1950s to the trayal of blacks in advertising it is possible middle 1960s.^ A similar study by Kassarto determine the image of blacks that these jian found that the frequency of "black ads present to Americans. Two issues are ads" actually decreased during the 1950s but then increased again during the middle relevant: I) what is the frequency of black
1960s.' The net effect of this U-shaped exposure? and 2) what are the social and economic contexts within which blacks relationship was that the frequency of are depicted? These two issues are investi- black models found in 1965 was not significantly different from the frequency in gated here through a content analysis of
1946. A reanalysis of Kassarjian's data by
274 issues of Life. Time. Ladies Home
Journal. Saturday Evening Post and New Wheatley indicated that advertisers were
Yorker during the period 1983-84. These less discriminatory than initially reported.*
Among the studies of the 1970s, Bush, results are compared with those from two previous time periods: 1949-50 and 1967- Resnik and Stern' found that the percentage of black ads had not increased signifi68.
Thus, the purpose of the present re- cantly beyond the 2.14% that Cox had reported for the 1968-69 period. When search is to