Total Market American : race, data, and advertising / Marcel Rosa-Salas.

Format:

Book

Author/Creator:

Rosa-Salas, Marcel, author.

Series:

e-Duke books scholarly collection

Language:

English

Subjects (All):

Advertising--Social aspects--United States.

Advertising.

Advertising--Moral and ethical aspects--United States.

Racism--United States.

Racism.

Marketing--Social aspects--United States.

Marketing.

Consumer behavior--United States.

Consumer behavior.

African Americans in advertising--History.

African Americans in advertising.

Human behavior.

Physical Description:

1 online resource (190 pages) : illustrations.

Place of Publication:

Durham : Duke University Press, 2025.

Summary:

"In Total Market American, Marcel Rosa-Salas delves into the US advertising industry to uncover how marketing strategies reinforce racialized perceptions of humanity. Through immersive ethnographic fieldwork, Rosa-Salas exposes consumer strategy and research as powerful commercial spaces for racial theorizing-practices deeply embedded in the traditions of government, academia, and business. She reveals how race and ethnicity are constructed and mobilized within marketing strategies to attract specific racialized audiences and how data-its collection and interpretation-becomes instrumental to these advertising processes, making the ethnic audiences, salable, trackable, and incentivizing their continued reproduction. While these approaches often claim to champion inclusivity, Rosa-Salas shows that they instead perpetuate a legacy of embedding racial distinctions into understandings of humanity and into the contemporary classification algorithms that drive digital advertising and surveillance. Total Market American looks both backward, to the racism of earlier American advertising, and forward to a "total audience" that advertisers realize is coming, with a majority of Americans being people of color"-- Provided by publisher.

Contents:

American Advertising's Racial Information System

The General Market: On the Commercial Construction of American Whiteness

Multicultural Strategy and the Production of Racial Expertise

Reaching "Verified Hispanics": The Racial Science of Digital Advertising

The Total Market Turn: US Census Projections and Making the New Mainstream Consumer

Intersectionality Inc.: Antiracism as Consumer Fantasy

Notes:

Description based on print version record.

Includes bibliographical references and index.

Other Format:

Print version: Rosa-Salas, Marcel. Total Market American.

ISBN:

9781478061359

1478061359

Access Restriction:

Restricted for use by site license.