IS THE CHANGING STATUS OF AFRICAN AMERICANS IN THE B2B BUYING CENTER REFLECTED IN TRADE JOURNAL ADVERTISING? A Six-Decade Content Analysis

• Published in: Journal of advertising Vol. 40; no. 4; pp. 101 - 122
• Main Authors: Stevenson, Thomas H., Swayne, Linda E.
• Format: Journal Article
• Language: English
• Published: Abingdon M. E. Sharpe, Inc 22.12.2011; Taylor & Francis Group LLC; Taylor & Francis Ltd
• Subjects: 21st century; Advertising; Advertising campaigns; Advertising expenditures; Advertising research; African American business enterprises; African Americans; Architecture; Automotive engineering; Blacks; Business to business; Business to business commerce; Business-to-business advertising; Consumers; Content analysis; Cultivation techniques; Decades; Forecasts and trends; Gender; Longitudinal studies; Males; Management; Marketing; Print advertising; Publishing; Stereotypes; Studies; Target marketing; Television advertising; Trade advertising; Trade publications; U.S.A; Women; United States; United States > US

To examine the portrayal of African-American models in trade journal advertising, this longitudinal study content analyzed more than 1,200 trade journal advertisements, containing about 3,700 people, to provide a unique six-decade perspective on African-American ad portrayals in the infrequently stu...