Madison Avenue and the Color Line : African Americans in the Advertising Industry / Jason Chambers.

Format:

Book

Author/Creator:

Chambers, Jason, author.

Language:

English

Subjects (All):

Advertising--United States--History.

Advertising.

African American consumers.

African Americans and mass media.

African Americans in advertising.

Physical Description:

1 online resource (329 p.)

Edition:

1st ed.

Place of Publication:

Philadelphia : University of Pennsylvania Press, [2011]

Language Note:

English

Summary:

Until now, most works on the history of African Americans in advertising have focused on the depiction of blacks in advertisements. As the first comprehensive examination of African American participation in the industry, Madison Avenue and the Color Line breaks new ground by examining the history of black advertising employees and agency owners.For much of the twentieth century, even as advertisers chased African American consumer dollars, the doors to most advertising agencies were firmly closed to African American professionals. Over time, black participation in the industry resulted from the combined efforts of black media, civil rights groups, black consumers, government organizations, and black advertising and marketing professionals working outside white agencies. Blacks positioned themselves for jobs within the advertising industry, especially as experts on the black consumer market, and then used their status to alter stereotypical perceptions of black consumers. By doing so, they became part of the broader effort to build an African American professional and entrepreneurial class and to challenge the negative portrayals of blacks in American culture.Using an extensive review of advertising trade journals, government documents, and organizational papers, as well as personal interviews and the advertisements themselves, Jason Chambers weaves individual biographies together with broader events in U.S. history to tell how blacks struggled to bring equality to the advertising industry.

Contents:

Frontmatter

Contents

Introduction

Chapter 1. The Rise of Black Consumer Marketing

Chapter 2. The Jackie Robinsons of Advertising and Selling

Chapter 3. Civil Rights and the Advertising Industry

Chapter 4. Affirmative Action and the Search for White Collars

Chapter 5. The Golden Age

Epilogue

Notes

Index

Acknowledgments

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (p. [273]-306) and index.

Description based on online resource; title from PDF title page (publisher's Web site, viewed 08. Jul 2019)

ISBN:

9781283897938

1283897938

9780812203851

0812203852

OCLC:

802058520